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For Customer Experience Professionals

Giffgaff Manages Its Community To Deliver A Great Customer Experience

Social Media Management Gives Control To Members And Builds The Brand

May 19, 2011

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  • By Jonathan Browne
  • with Moira Dorsey,
  • Jennifer Peterson

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

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