The Internet has changed the very definition of brand engagement. Thankfully, online tools for customer relationship management keep evolving to meet the challenge.
If you lack time to build online support, or don't have much moderating manpower, consider Get Satisfaction.
Think "social support" for a user base that never sleeps: Get Satisfaction provides interconnected widgets and dedicated forums that let customers pose questions and offer help to each other any hour of the day or night. The secret lies in how the information is presented (intuitively) and shared (through Facebook, Twitter mentions and other media).
Savvy e-businesses are already on board. See the support page for Mint.com, held aloft by 75,000 active users in addition to a moderation team. And here's support for Flavors.me, a site builder we've discussed before.
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