Community
In many ways, online communities represent the Holy Grail of what the Internet is supposed to make uniquely possible, opening up new ways for companies to interact with their customers and for their customers to interact with each other. As with personalization, however, the early theories have transpired to be a lot more difficult to do in practice. The following sections look at the promises of online community building for creating stronger customer relationships and what we have learned so far. Community building, perhaps more than any other aspect of CRM, is ultimately a people skill even if it is facilitated by processes and technology. For this reason, there are few hard and fast answers on “how to do community.” What follows ...
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