We also quickly realised that a higher volume of recruiters could be retained with better incentives, so if someone recruited more than 15 members they became a super recruiter and could enjoy enhanced rewards on a sliding scale by volume, with rewards given for members who stayed and continued to top-up. Specifically, customers participate in both a proprietor network forum and broader social media to provide feedback on product features, pricing and support. Commitment to customer co-creation runs deep within giffgaff — their name? Other notable customer ideas implemented in include: The personalised link proved particularly popular with community members as it could be easily added to community signatures, emails and social media posts. 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. Newer Post Older Post Home.
Reports Add your own report for free. We also use Kudos and have super-users that are leading the way in answering peer to peer questions. I just happen to be reading it right now Community members vote and comment on submitted ideas. Walking around that circle, it’s possible to see the entire evolution of the relationship between Dantup and GiffGaff. If you have concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.
They also make extensive use of their community forum for peer to peer support supported by intervention and moderation by GiffGaff employees when required.
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.
Product co-creation – right from set-up GiffGaff engaged their target market in 2 way dialogue, asking potential customers and early adopters to decide on how best to structure their tariffs. I hope more will follow. They pro-actively push information out to their notice boards page e.
And with a community in place, we knew the implementation process would need to be consultative, interactive and able to evolve over time to become more effective. Thanks for sharing the Giffgaff story, Laurence. 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 this deeply organic model of engagement with their community.
Members help with other members problems The collective good – Members can donate their “thank you” rebate to charity Simple – SIM only. To achieve this goal, the start-up team made a radical choice to use an innovative community-based model.
Case Study: Giffgaff Turns Customers Into Members Of Its Community Business Model
The community aspect of GiffGaff informed the creation and tone of the company from even before the company launched. Thursday, 9 December GiffGaff — a case study of customers in control. Contact us to learn more. As an acquisition channel, MGM was cheaper and less resource-intensive than other channels.
The idea implemented allows for a modification at any time, i. Or is GiffGaff in a unique position, having started without legacy baggage, that has enabled it to grow this community and business? Does a business, like a mobile service provider, have to run with the traditional overhead and expense, or is there a new social way to run a business? New members who entered the customer base through the programme had a lower churn than average members and were significantly more likely to recruit further and even multiple members themselves.
Community support — the GiffGaff community is perhaps best shown within customer service. How do we transform thousands of satisfied customers into a low-cost acquisition channel?
They have not paid me for writing this article or given me kudos points! Reports Add your own report for free.
We also quickly realised that a higher volume of recruiters could be retained with better incentives, so if someone recruited giffgaff than 15 members they became cass super recruiter and could enjoy enhanced rewards on a sliding scale by volume, with rewards given for members who stayed and continued to top-up.
E-commerce all just a click away – by Retail Research Knight Frank. The personalised link proved particularly popular with community members as it could be easily added to community signatures, emails and social media posts. I share my personal order page on social media, then welcome them all to the community.
It is great to see communities such as Giffgaff’s getting more attention in this new world of social media and customer service. Other notable customer ideas implemented in include: Problem The low-cost business model meant that limited resources were available for customer acquisition.
Case study: Giffgaff using community to build a company
They do things differently to the big mobile networks. So, what do you think? Transforming customers as part of the future of sales by implementing a member-get-member approach in the giffgaff community.
Customers giffgaff the new market-makers, reshaping industries and changing how businesses compete and win. An example might be illustrative. Where many, perhaps most, brands would have shut sites like these down, GiffGaff encourages their creation.