UNLEASHING THE POWER OF YOUR CUSTOMER BASE
Leverage the power of customer
Online customer communities have gathered steam in recent years, largely because of social media technologies, mobile devices and the Web. These technologies have facilitated communication, making interaction with companies faster and more possible on the go.
The age of the customer has also been an important factor in fueling customer communities, who have gained power in the dynamic with sellers. Consumers now have greater impact in their buying negotiations in terms of price and other deals.
The age of the customer has also prompted a democratization of how information is distributed online. Instead of just a few expert sources providing information, such as consumer reports, customer communities are now trusted sources. By some estimates, more than 70% of buyers engage in online research before buying a product. Customer communities are yet another outgrowth of the customer voice becoming paramount.