More and more organizations are setting up customer communities to distribute sustainable content. If you want customers to think along about processes within your company, a customer community is a great step. Rabobank opted for this approach. At the end of 2014, I interviewed Gwen saying your pizza Meesters, community manager of the ‘Think along with your bank’ community. In this article, I share a number of lessons with you.
Applying social business
Social business is collaboration via online channels. Social, so with colleagues via internal social networks, but also with customers and consumers via online channels. Via external social media such as Twitter and Facebook, the content you publish is fleeting: a tweet or Facebook message generates attention for a few hours or a few days at most. After that, the content disappears from people’s timelines. Such a community is also built on a ‘borrowed’ platform, marketing list where you do not bind people to your organization.
More and more organisations are therefore setting up customer communities: Rabobank you can play games with multiplayer did this with the ‘Think along with your bank’ community.
Objectives of the ‘Think along with your bank’ community
Rabobank set up the community to give members more influence on the products and services. It is a closed platform, for which members must register to gain access. Rabobank is the only cooperative bank in the Netherlands. The bank has no shareholders, but almost 2 million members. As a member, you have more say than if you are just a customer.
s to facilitate dialogue between members. This should contribute to the reputation of Rabobank. Finally, Rabobank wants to realize sustainable changes. The bank hopes to achieve this by making the feedback from the participating members directly visible to the management and employees of Rabobank.
Goals Think along with your customer community RABO