The world of social business continues to evolve. No one considers it a fad anymore.
B2B Online Community
A customer shares an insight within your company’s online community. He somehow found the time in between meetings, phone calls and lunch to share a suggestion, idea or complaint in a discussion thread. “It would be great if the XYZ product would … ,” he writes. What does your company do with that customer input? This is the $1,000,000 dollar question — literally.
Failure. It’s not a word anyone likes. Yet it is common occurrence with innovation projects. When projects fail, there’s a natural inclination to avoid looking for the reasons why. This is especially true for online customer communities. A failure with customers (Ouch!) is far more painful than any internally-facing problem, because it touches the people and companies that are core to the organizations’ success.
B2B online customer communities are often the elusive queen of the social business world- gated, private and not often in the limelight, but powerful to the companies that host them. Due to the insights and competitive advantages they offer, their inner-workings are often a best-kept secret. But, in celebration of a recent redesign of Cognizant’s community – Cognizant Connections, my colleague Alan Alper, senior director of corporate marketing, was willing to share some insights about their online community through a Q&A session with me.
Online communities which enable learning and draw directly from peer-peer experiences are by definition a success.
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