For Customer Experience Professionals

Giffgaff Manages Its Community To Deliver A Great Customer Experience – A Social Computing Report

Social Media Management Gives Control To Members And Builds The Brand

    Why Read This Report

    Giffgaff, a low-cost mobile virtual network operator, uses an online community for customer support, sales and marketing, as well as product development functions. To ensure a positive customer experience for advanced community users and value-driven customers who aren't used to online communities, giffgaff determined the ideal high-level attributes of the community to support its brand and focused on educating and incenting members to participate in a positive way. Customer experience professionals who wish to emulate some of giffgaff's best practices should hire experienced community managers, use a combination of quantitative and qualitative research to understand target members, and guide, but not try to control, the community.
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    TABLE OF CONTENTS

    • Giffgaff Engages Its Customers To Serve Themselves And Each Other
    • Giffgaff Serves Both Value-Conscious And Social-Media-Inclined Customers
    • Giffgaff Measures Success Based On Business Results And Online Sentiment
    • RECOMMENDATIONS

      Established Brands Need Customer Insights To Build Successful Communities
    • Supplemental Material
    • Related Research Documents