When David van Toor of Sage Software took over the position of senior vice president and general manager for the company’s CRM solutions in North America, he wasn’t aware he’d be taking on Amazon.com too.Van Toor found that users of the Act! by Sage product line were posting not only negative comments about the product on Amazon, but vicious ones as well, creating a domino effect among reviewers. In response, van Toor posted a note on the online shopping site, directing customers to Sage’s own Web site, which then led them to van Toor’s e-mail address.

“Whenever you have products selling online with the review section that Amazon provided, it’s only opening yourself up for public comment,” van Toor said. “You can pull your product off the site, look to legal recourse or you can say we are on the Internet to embrace this [and] we need to change how we interact with our customers.”

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