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That a growing number of major consumer brands are transforming their existing static websites into interactive online communities is not only a recent trend but one that is rapidly accelerating. The business benefits these companies are deriving from their customer community initiatives have become increasingly clear and compelling, even if the metrics used for measuring success are still evolving.
These business benefits include the following:• Driving customer advocacy. Using branded online communities to enhance customer experience quality and to identify and respond to the key drivers of customer satisfaction naturally leads to an increased volume of positive word-of-mouth referrals. For most companies, no marketing lever is…
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