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The consumer message board: Embrace the beast
Rather than travel down legal roads, a growing number of companies are trying to engage in a dialogue with their online constituents. Many are setting up their own message boards and blogs to gather customer feedback. In addition to putting the software in place, companies hire full-time or part-time monitors, individuals who examine the comments and report back to management what customers are saying.
The familiar adage that the consumer is always right has taken on a new meaning in the Internet age. Rather than talk with a store manager, consumers are now making their feelings about different products known on message boards and blogs.
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