Tools such as wikis and blogs can be used to engage customers in conversations that yield important feedback1

The web allows anyone to publish their views on your product. What are you going to do about customer feedback? People with a complaint are more likely to post on a web site than people who are happy. Blogs can be highly influential. They may appear high in search rankings. People searching for your product will often see what others have written about you.

Marketers can’t just advertise any more—they need to participate in conversations about their product. Web users are quick to publish their complaints on user community forums or blogs. Marketers need to track what customers are saying about their business and their product. They must react quickly to damaging comments and complaints—be responsive!

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