The personalised link proved particularly popular with community members as it could be easily added to community signatures, emails and social media posts. Become a Forrester Client Customers are the new market-makers, reshaping industries and changing how businesses compete and win. GiffGaff are part of the Telefonica Group. Walking around that circle, it’s possible to see the entire evolution of the relationship between Dantup and GiffGaff. More reports from this editor. The money that members earned through recruiting or participating in the community was paid out or could be donated to charity twice a year. Together with other members of the start-up team, they took the decision to work with the community to develop a member-get-member programme.
Thx for sharing this! A goody bag is basic a predefined service bundle voice, text, data, etc. Interestingly, they were often also active bloggers and many of them created guides to giffgaff promotion, sharing their tips on creating increasing sales both inside and outside the community. Hi Casper – sure. Hears about GiffGaff on Twitter Goes to forum, gets answers at Contact us to learn more. Towards a Design Theory for Online Communities.
The community has radically cut customer support costs compared to the traditional contact centre-centric model. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. gifftaff
The money that members earned through recruiting or participating in the community was paid out or could be donated to charity twice a year. What are Google’s Targeting Gffgaff Previously modifications could not be made until months end.
They can afford to target a very specific niche of customers who are happy for their relationship to be conducted entirely online. They challenged the traditional MVNO model by handing control over to their customers. Therefore, to expand the customer base, the community had to play a role both in marketing and more directly in sales. Together with other members of the start-up team, they took the decision to work with the community to develop a member-get-member programme.
The idea implemented allows for a modification at any time, i. Instead they prefer their customers to spread the word on their behalf.
Case study: Giffgaff using community to build a company
The community encouraged members to promote giffgaff with new ideas proposed, resulting in giffgaff recruiters making branded T-shirts, printing their own leaflets and visiting shops to distribute SIM packs — all at no additional cost to giffgaff, we simply paid the MGM rewards. They have not paid me for writing this article or given me kudos points! White Paper Publication date: In lateTelefonica launched giffgaff as an MVNO mobile virtual network operator with the intention of igffgaff a lean fase brand aimed at the millennial market.
E-commerce all just a click away – by Retail Research Knight Frank. These are the notes that created a company. A goody bag is basic a predefined service bundle voice, text, data, etc.
giffgaff UK: A Case Study of Customer Co-creation
The low-cost business model meant that limited resources were available for customer acquisition. Towards a Design Theory for Online Communities. I just happen to be reading it right now The personalised link proved particularly popular with community members as it could be easily added to community signatures, emails and social media posts. They do not have an existing large and diverse customer base or existing investments in call centres.
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. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Voting values drive ideas through the submission process to be assessed by giffgaff. I am responsible as much as anyone for the name.
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. Contact us to learn more. It’s in the DNA of the organization. They rent their mobile network from O2 and sell pre-pay SIM cards and actively compete against the traditional Telco companies.
The evolution went like this: Payback Scheme – Perhaps the most innovative aspect of the community forum is that users are incentivised to participate through the use of a payback scheme.