"More importantly, not providing a forum for UGC could cost a company customer loyalty. "People want to stand up and be counted for their contribution. They are saying: ‘Yes, I am interested in what you have to say to me but I want you to be equally interested in what I have to say to you,'" Francis explains. Companies will have to demonstrate they're doing more than just providing a contact email address for people to send feedback; they'll have to show they're genuinely interested in a dialogue. "Failing to encourage and enable this content exchange sends a message that the site couldn't care less about what its visitors say, think, and feel…and that will speak volumes." -- Peggy Anne Salz
Link to EContentMag.com: Team Spirit: Inspiring Users to Generate Content
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