Super-recruiters were often highly engaged users in the community and helped guide further developments of the programme. Therefore, to expand the customer base, the community had to play a role both in marketing and more directly in sales. Reports Add your own report for free. Transforming customers as part of the future of sales by implementing a member-get-member approach in the giffgaff community. Thanks for the write up by the way Laurence.
Where many, perhaps most, brands would have shut sites like these down, GiffGaff encourages their creation. Thx for sharing this! Investor Information Help Us Improve. In this case study, we examine this using the disruptive telecom brand giffgaff as an example and look at how the members of that brand became the main source of sales. They publish customer-generated tips and tricks and FAQs. And what benefit is there to doing this through a member-get-member MGM community model, rather than by other techniques?
Hearn shared a great story and a shot of the GiffGaff origin notebook. The personalised link proved particularly popular with community members as it could be easily added to community signatures, emails and social media posts.
Giffgaff using gfifgaff to build a company. Therefore, to expand the customer base, the community had to play a role both in marketing and more directly in sales.
GiffGaff Social Customer Case Study from #LiNC
Unlike most mobile operators with large fire-fighting call centres, GiffGaff have just 14 employees and no call centre. Idea feedback from giffgaff to customers is current and well structured, therefore, reinforcing the contributor process. The money that members earned through recruiting or participating in the community was paid out or could be donated to charity twice a year.
I’ll bring my additional thoughts on this to the paper in a blog-post later this week. Many companies have slogans which tout similar values. We are a company that could not exist without its community.
giffgaff UK: A Case Study of Customer Co-creation – Social Media for Business Performance
It’s in the DNA of the organization. They’re hitting their business goals out of the park. They can afford to target a very specific niche of customers who are happy for their relationship to be conducted entirely online. They also make extensive use of their community forum for peer to peer support supported by intervention and moderation by GiffGaff employees when required.
So, what do you think? The community aspect of GiffGaff informed the creation and tone of the company from even before the company launched. Even beyond the great results that GiffGaff has had so far from a business and community development perspective, there were two things that absolutely blew me away that have occurred as a result of giffgaff deeply organic model of engagement stydy their community.
Super-recruiters were often highly engaged users in the community and helped guide further developments of the programme. Similar to Dell IdeaStormGiffGaff have continued their Ideas page and at the point of writing they have implemented ideas direct from their community. Success depends on how well and how fast you respond. All top ups and customer service is online S tart-up mentality giffgafc Launched and run as a distinct, separate business from O2 Environmentally responsible – Carbon neutral, maximum sustainability An example might be illustrative.
How to create a community? The low-cost business model meant that limited resources were available for customer guffgaff. Members who recruited others and received payback rewards from the process rated the brand higher than average.
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The model acts to funnel customer studdy, mutual support and ideas from decentralized social media access points, to a proprietor platform of systematic categorization, cse to a developmental process with stage reporting.
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. I was lucky enough to recently meet some of their staff who talked me through the business model. Giffgaff is great left o2 six months ago and never looked back.
Thanks Eric – duly amended! Robbie Hearn robsticks from GiffGaff says that “We are not a company with a community. The company only has 14 employees, yet has been able to stake out a significant share of the UK telecoms market by way of its impassioned customer community. This means giffgaff keeps its costs low and passes the savings back to members. Additionally, the money was paid out syudy rather than twice a year.
Social Media for Business Performance.