Companies that harness social media to collect customers’ feedback on products and services aren’t just ahead of the curve — they’re part of the “contribution revolution,” Pete Blackshaw, Nielsen Online Executive Vice President, argues in his latest Ad Age column.
Blackshaw cites a recent Harvard Business Review article by Scott Cook, founder-chairman of software developer Intuit, that credits customer participation with generating “tangible enterprise value.”
Intuit, Blackshaw notes, has created an innovative user-participation model that places “Live Community” user forums on every page of its TurboTax software.
Intuit has also put company resources …