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Research of internet-use patterns has shown a significant and growing trend for users to source information through a range of informal user-generated sources, ranging from wikis through to moderated fora, chat rooms and blogs. The private sector has embraced the potential for engaging customers in innovative ways, in order to provide cost-effective and comprehensive customer support and advice. Notable examples have been in computing, where companies have used the ability of a diverse customer base to answer enquiries, which are often technically complex and highly specific, in simple, accessible language. Good examples of this include Apple's support fora, Dell's Ideastorm forum and Microsoft's Knowledge Base.

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