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Drive Community Participation
People naturally congregate around common passions or
interests. Connecting and interacting with others who
feel the same way and who share common experiences
creates stronger bonds. Savvy marketers use this
level of participation as the foundation of their
online communities and as a cornerstone of their
loyalty efforts.
Customers who are strongly engaged in a particular
community are more likely to remain attached to the
group, participate in group activities more often,
and recommend the brand community to non-members.
Two Way Communication
A one-way, marketing-driven conversation no longer
engages customers. Building trust and earning
loyalty is the act of creating a dialogue with
customers: talking, discussing, sharing and, above
all else, listening.
Marketers have at their fingertips an array of
technologies (such as forums, chat rooms, private
messaging and live conferencing) to facilitate
conversations with their customers. Being able
to easily contribute opinions and ideas connects
the customer to them, but what strengthens this
relationship is when the marketer embraces the
customer as a partner in the dialogue, and truly
listens to what he/she has to say, and acts on it.
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