Investing in Customer Communities to Drive Loyalty - Aisling Hassell

Kip Knight, VP of Marketing at eBay, talked about how eBay built an online community and how they are using NPS. eBay started in 1995 and now has 248 million subscribers from 37 countries around the world. It is now "The World’s Online Marketplace." About 1.3M people make part or all of their living off eBay. eBay thinks of community as anyone who has a relationship with eBay Inc. Community is core to eBay. It is a strategic differentiator, a unique asset to eBay, builds loyalty and retention, and community members are more valuable.