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Creating Value with KnowledgeInsights from the IBM Institute for Business Value$
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Eric Lesser and Lawrence Prusak

Print publication date: 2004

Print ISBN-13: 9780195165128

Published to Oxford Scholarship Online: October 2005

DOI: 10.1093/0195165128.001.0001

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Learning from the Connected Customer: Enhancing Customer Web Sites with Community

Learning from the Connected Customer: Enhancing Customer Web Sites with Community

Chapter:
(p.134) 9 Learning from the Connected Customer: Enhancing Customer Web Sites with Community
Source:
Creating Value with Knowledge
Author(s):

Eric L. Lesser

Michael A. Fontaine

Publisher:
Oxford University Press
DOI:10.1093/0195165128.003.0009

This chapter extends the notion of community to include customers. It focuses on how organizations are bringing together informal groups of customers via the Internet to exchange knowledge, build brand loyalty, and provide unique insights into product design and use. The components of a customer community space and King Arthur Flour's creation of its online customer community — the Baking Circle — are discussed.

Keywords:   community of practice, customers, knowledge exchange, brand loyalty, online customer community

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