Customer.Community: Unleashing the Power of Your Customer Base

Foreword: The Right Thing to Do (Scott Cook).
<br />
<br /> Preface.
<br />
<br /> Acknowledgments.
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<br /> Introduction: The Customer–Community.
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<br /> Is Commerce Antithetical to Online Community?
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<br /> Part One: Why Customer–Community?
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<br /> 1. The Business Case.
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<br /> How Customer–Communities Advance.
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<br /> Your Business Goals.
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<br /> 2. The Customer Case.
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<br /> E–Commerce Experiences That Span.
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<br /> Maslow′s Hierarchy of Needs: Individual, Social, and Spiritual.
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<br /> Part Two: Customer–Community Basics.
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<br /> 3. Twelve Principles for Building Community.
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<br /> The Foundation for Strong Communities.
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<br /> 4. Customer–Community Profiles.
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<br /> Ten Types and Thirty–Five Examples of Customer–Communities and Their Defining Characteristics.
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<br /> 5. Growing Your Community.
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<br /> Overcoming the Inherent Challenges of Large–Scale Communities.
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<br /> 6. Understanding Community Bonds.
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<br /> Discovering the Intrinsic Bonds Within Your Customer Base.
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<br /> Part Three: Customer–Community and the Bottom Line.
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<br /> 7. Creating Value from Customer–Communities.
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<br /> Sixteen Bottom–Line Possibilities.
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<br /> 8. Organizational Issues and Roles.
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<br /> Aligning Strategy, Structure, Communication, and Leadership.
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<br /> 9. Before You Start.
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<br /> Ten Questions to Help You Think Through the Issues.
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<br /> Afterword: Turning Customer–Communities into Gold, Harry Potter Style (Michael Lowenstein).
<br />
<br /> Notes.
<br />
<br /> Index.
<br />
<br /> The Authors.