Another thought on how blogs can be brought into the corporate world.  Chunking it down and simplifying the process of adoption by fitting it into an existing system. Triggered off by the fact that Unilever India has a system where all managers across department and level, spend a few hours a month on the field, with customers.  The intent is to get them to shift from 'see-hear' to 'touch-feel'.  And it is meant for managers across departments - finance, HR, admin, R&D, legal, technical, etc.  - and not just sales, marketing and research to experience this. 

Picture a Customer Empathy Blog (or any other fancy term) in the company, where the manager writes up a short description of his/her key learnings from the visit with the customer.  A blog for pooling of knowledge, insights and observations of customers, where the different perspectives brought in by varying grades of employees with their own areas of expertise can infact broaden and deepen the insights that could be generated.

Easy to post with one click,  won't take too much time - and wow - a shared pool across the company, accessible to all with one click.  Then categories can be built, news feeds subscribed to, threaded discussions encouraged ... and the experience is enriched further.  

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