Abstract:

This paper describes the development of the easyJet Customer Online Community, which easyJet describes as an innovative way to stay ahead of the pack. The paper provides details of the journey undertaken by the client and consumers to establish the easyJet community as a key insight tool, highlighting: The role of the community and its impact on the business Methods of engaging community members The new (research) techniques and skills required both the client and the agency The community's flexibility to both the research agenda and the participants' agenda easyJet's involvement and reciprocity - demonstrating the ways in which easyJet communicate with the Community and provide feedback on the actions they are taking