Gaining Goodwill is about growing and securing your business by letting your customers join in the decision-making process.

Catch up on the topic of (online) customer communities and how to benefit from them, by glancing over a few entry-level guides.

Or be inspired by case studies of pioneering companies that are collaborating with customers in the blog section. See for yourself how others succeeded or failed, and how to apply these insights to your advantage.

Gaining Goodwill is ad and sponsor free.

You are welcome to link to or quote content on this website. Don’t copy big chunks of the articles without the author’s consent, though.


Gaining Goodwill is an initiative by Rogier van de Zande, a 45-year old Dutchman living in the Greater Chicago Area.

With over ten years of experience in the ever-changing landscape of social media and strategic community management, Rogier helped the largest health insurance company of The Netherlands to more openly communicate and collaborate with its customers and partners.

Reach out to Rogier on LinkedIn.