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Bathing Your Organization in Real-Time Customer Context
Using Online Communities to Understand Customers’ Passions, Issues, and Needs
June 22, 2006
By:
Patricia Seybold
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Executive Summary:
How a number of consumer companies—Hallmark, Unilever, Kraft, RC2 and Charles Schwab—are using vibrant online customer communities to help them design and market their products. Many of these “closed customer communities” have been in existence for more than 4 years. The companies that are using them are getting faster time-to-market and better success rates with new products.
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