The concept of companies reaching out to consumers via Facebook, Twitter, and other social networks is far from new, but a number of companies are seeing a significant return on investment from building their own branded online communities for customers and fans.
The success of any community tends to rest on its ability to attract the right mix of participants. These participants need to have the diversity of ideas and perspectives to allow them to contribute innovative ideas.
I’ve read countless books and articles, and listened to numerous public speakers talking about the importance of providing outstanding customer service in order to “delight” customers. They talk about “moments of wow” and “fanatical support” and typically share stories about an employee from a company like Zappos or Nordstrum who did something completely unexpected and extraordinary for a customer.