Summary
Intercontinental Hotels Group (IHG) and Chase Card Services (Chase) won a 2010 Forrester Groundswell Award in the B2C Embracing category, and for good reason. These two companies hired a private online community vendor, Communispace, to define and engage a group of customers to co-create the next version of the Priority Club Rewards Visa card. Over a 12-month period, product strategists at IHG and Chase worked with Communispace to engage consumers throughout the product development process, ultimately developing a new card that to date has been well received in the marketplace.
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