Foreword
Business-to-business (B2B) organizations have always needed a close relationship with their customers in order to thrive. Customer relationships are essential to repeat business, and online communities enable B2B organizations to better deliver customer-facing functions. Communities can help customers get more value from their products and services; develop better new products and services; market and sell better from a thought leadership platform; and gain control over what the market is saying about the company.
Looking at all these potential benefits, B2B companies often ask whether an online community is right for them. This book will help any organization that has launched or is considering launching an online B2B community to understand ...
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