Table of contents for Customer.Community : unleashing the power of your customer base / by Drew Banks and Kim Daus ; foreword by Scott Cook.


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


Library of Congress subject headings for this publication: Customer relations, Market segmentation, Electronic commerce