Summary
In 2008, Dutch airline KLM worked with Communispace to launch its first market research online community (MROC) — called In touch — to better understand the Elite members of its Flying Blue frequent flyer program across five different European countries. Since then, the Customer Knowledge department has grown its influence at the company, using the community as a way to expand its reach into new departments, get involved early in the product innovation process, and even expand the community to Air France. Other brands can learn from KLM's example by determining clear objectives for an MROC initiative, building and maintaining community visibility internally, and measuring community value.
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