giffgaff, a mobile virtual network operator in the UK, has a business model powered by their member community. The company has no call centre and employs less than 200 people. Within a year of starting its community, members asked over 130,000 questions and 95% of those inquiries were answered by fellow members within 60 minutes. As a reward, giffgaff provides its members with cash incentives for contributions and for referrals. giffgaff has been able to not only leverage its community for customer service, but it has also served as an engine for marketing and R&D.
This case study refers to one of the two dimensions that create a Collaborative Exchange. To find out more download the full report.