! vanillaforums.com | 866-845-0815 | sales@vanillaforums.com | Copyright Vanilla Forums Inc. RINKER BOATS CUSTOMER FORUM CASE STUDY Rinker is a privately held boat manufacturer based in Indiana that has been making boats for over 50 years. 1 Background Early on, Rinker realized the importance of the web as a way to engage customers. They created a very popular online owners club that offered members discounts and services. The club included an online forum, but the software was now old and cumbersome compared to what people expected on the modern web. In early 2013, Steve Rosenberg, Rinker Boats Chief Content Officer was tasked to take a hard look at “what Rinker owners needed and re-evaluate the situation”. The Need As Steve started to study how his customers

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