In this case, the "product" is braces. Invisalign braces, to be exact, on the soon-to-be lovely teeth of Jackie Huba over at Church of the Customer.
Jackie says that one key to getting her through the experience of getting braces at age 41 was an online support group. She goes on to muse about the possibilities of customer-driven blogs for the braces experience, and how that could impact the industry and affect doctors in their decision to recommend a certain brand of braces for their patients.
It brings to light this important point: Your customers are talking about you. Like it or not, they are talking about you and your products and your company. Its either good talk, or bad talk. That's really up to you.
But the point here is that it might be better to open up the discussion on your terms, rather than on some upset customer's terms on their rogue website.
Like I said, your customers are going to talk. What they say, and how they say it, is up to you.
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