US-based online community specialist Passenger has changed its name to FUEL CYCLE, reflecting its desire 'to capture customer intelligence and infuse it throughout your organization'.
Passenger says insights generated in communities 'create a virtuous cycle that feeds throughout the company and back to the customers, which in turn increase the company's success'.
'FUEL' is already a brand name used by the firm - it launched the 'FUEL Community Engine', a platform designed to nurture dialogue with community members, clients and employees, back in June 2014; and just over a year later added new features including social media sharing and login capabilities, advanced gamification, sentiment analysis tools and dashboards. Most recently it has added a pre-programmed chatbot called FUEL CHAT, for clients to automate chat sessions with customers through their mobile devices; and has optimised the platform for mobile use and easier customisation.
Company Chairman Bahram Nour-Omid (pictured), who stepped back into the CEO role with the departure of Thomas Finkle last year, says of the rebrand: 'No longer are customer insights only for the market research team. We find that our clients are seeking something beyond the usual online community experience - something that allows them to have an even closer relationship with their customers. FUEL CYCLE connects customers and brands so they can engage in conversations. That very engagement is what provides the fuel for growth, creating an impact that echoes throughout the company'.
The new branding can be found at www.fuelcycle.com .