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How communities inform buying decisions [infographic]

Four segments that look to community reviews when selecting products

Leading customer community platform company GetSatisfaction  recently conducted research on the kind of person that values a customer community as part of a purchase or brand experience. This cleverly put together infographic explains the four active consumer types within communities that were highlighted by the research. While the data is largely American I don't believe the types will differ in the UK, although I do wonder whether the grouping is too simplistic.

Customer Community Users

Customer communities are a fast growing requirement for businesses that need to connect with their cosumers (so all businesses in my opinion). Allowing customers to feedback (good and bad) and connect with one another about using your products services. They can help bring new ideas to your business, some you would have anticipated. If your consumer segments overlap with the four major types in the graphic below you need to make sure you are using their "active" character traits to improve and grow your business.

By Chris Soames

Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.

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