Communication – relevant message to the right people and at the right time.
Product – Tangible goods and intangible services: core benefit, basic product, augmented product-post-sales support; cost care, loyalty programs.
Customer relationship management; 2 techniques: 1. product development levers appropriate for existing customers 2. emphasize value proposition relevant to any given stage of the relationship.
Community – most important lever. Set of interwoven relationships built upon shared interests which satisfies members needs that are unattainable individually.
Criteria: PEOPLE: choice, achieved critical mass, feel trust. PROCESS: benefits of scale, rules not imposed. CULTURE: spirit of participation, feedback, affiliation is maximized, community is easy to navigate.