User to User Support

Derek Powazek discusses in WebTechniques how to take advantage of user communities and the expertise of your audience by enabling user to user communication for product support. People need to share their ideas, opinions, and knowledge online. Just look at all of the people who write lengthy book reviews on Amazon. I'm sure not one of them is thinking, "It's very important to me that Amazon sells more copies of this book." Instead, they're thinking, "I really loved this book, and I want everyone to know it." Giving these people the ability to talk to each other on your site can benefit your enterprise. Not only are you empowering your users to help each other, but you're also getting a front row seat to the questions people ask about your product or service. Companies used to have to pay for that kind of thing—it was called focus groups.