Software maker Macromedia, one of the first companies to adopt blogs for customer service, saved tens of thousands of dollars in call-center support when it released a crop of new products for software developers in 2002. A trusted group of employees started blogs to answer users’ questions, and the blogs have grown into online communities that give Macromedia valuable customer feedback.
Tiny 10e20, a Web design firm in Brooklyn, recently began requiring employees to post updates on their progress to a blog twice a day. Within the first six weeks, 10 projects were turned in early. Having a central repository for information helped–but so did the added scrutiny that came from letting everyone see how a project was progressing.