Do Customer Communities Pay Off?
NOV 2006 from the Harvard Business Review | Read the full story»
eBay has famously built its business around the community concept, offering dozens of online venues such as discussion boards, clubs, and chat rooms for members. Customer-community marketing programs like these are all the rage. But how well do they work? To find out, we conducted a yearlong field experiment in collaboration with eBay Germany’s managers that involved 140,120 eBay customers.
Hat tip: Noise Between Stations
Filed under Strategies