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November 21st , 2018

The Stages of Behavior Change: From the Individual to the Community


Originating as a model for analyzing and applying different theories of psychotherapy, the six stages of behavior change were introduced in the late 1970's by James Prochaska and Carlo Di Clemente. Since then, they've been used in fields from health to business. For our purposes, we'll focus on online community building, which remains a rich but largely untapped resource for brand building. Read this Huffington Post article to learn about six qualities of outstanding online communities.

An online customer as an individual:

An online customer acting as an individual is solely buying a product or service for himself or herself. The customer acts in isolation, and is unaware of how his or her behavior or existence impacts others online. We see this individualistic behavior when a new customer places an order, looks up information on your site, or "hits" your page while surfing the web.

An online customer as part of a group:

When an online customer acts as part of a group that buys a particular product or service, the customer engages with other people with a common interest. When a customer asks about new recipes, for example, he or she "tests the waters" for the limited purpose of receiving value from the product or service in question.

An online customer as part of a brand community:

The customer continues seeking value from the product or service, but has actually formed a relationship with others who demonstrate the same intense level of interest and emotional investment in the brand. Customers at this level have become brand champions for a sustainable online community -- they are active on your online forum, they seek support and information from other members, and they may even use the forum to organize a fundraising event in their neighborhood that involves your brand. They possess a deep sense of loyalty to your product or service, and pass that sentiment on to friends and family online and offline. In other words, the customer has transcended the previous, more limited roles of individual or individual-interacting-in-a-group.

At Crowd Hub, we transform your customers into sustainable online community members. If you have questions about community technology or anything of that nature, please contact us.

Build your community. Nobody should experience your brand alone.