The broadening of Web 2.0 offerings opens up new opportunities and challenges to improve customer relationships. Customers can have an active voice, but this voice has to be carefully "managed" so as to create a lively dialog between customers and the company and to produce ultimately a win-win relationship. The panel discusses opportunities and challenges and shares experiences.
Wagner, Christian; Back, Andrea; Koenig, Wolfgang; and Keller, Elke, "USE OF WEB 2.0 TECHNOLOGY TO ENHANCE CUSTOMER RELATIONSHIPS" (2008). PACIS 2008 Proceedings. 223.