People naturally congregate around common passions or interests. Connecting and interacting with others who feel the same way and who share common experiences creates stronger bonds. Savvy marketers use this level of participation as the foundation of their online communities and as a cornerstone of their loyalty efforts.
Customers who are strongly engaged in a particular community are more likely to remain attached to the group, participate in group activities more often, and recommend the brand community to non-members.
Two Way Communication
A one-way, marketing-driven conversation no longer engages customers. Building trust and earning loyalty is the act of creating a dialogue with customers: talking, discussing, sharing and, above all else, listening.
Marketers have at their fingertips an array of technologies (such as forums, chat rooms, private messaging and live conferencing) to facilitate conversations with their customers. Being able to easily contribute opinions and ideas connects the customer to them, but what strengthens this relationship is when the marketer embraces the customer as a partner in the dialogue, and truly listens to what he/she has to say, and acts on it.
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