Using Web 2.0 to Enhance the Customer Experience

Web-based support rests solidly on Web Services, the backbone architecture of Web 2.0.

Now a more in-the-face aspect of Web 2.0 has emerged as an exciting way to provide Customer and Technical Support. An excellent summary of best practices and well-worth the $6.50 price is "How to Profit from a Better Virtual Customer Environment" by Satish Nambisan and Priya Nambisan in the MIT Sloan Management Review.

Quoting from the Abstract: "The authors describe five customer roles in innovation and value cocreation: product conceptualizer, product designer, product tester, product support specialist and. product marketer." Descriptions are included of projects at BMW, Microsoft, Volvo, and other firms.

See http://sloanreview.mit.edu/smr/issue/2008/spring/13/#buy