Executive Summary (This is a document excerpt)

Mainstream consumers are going online in droves, demanding digital experiences that are intuitive, engaging, and relevant. What happens when experiences don't measure up? Consumers take their business elsewhere or, worse, they use new social channels to warn others off. At this year's Consumer Forum, C-level executives from leading brands spoke of this mainstreaming effect and their efforts to "humanize" the digital experience. This document provides highlights from their speeches on social computing efforts at McDonald's; customer service at Discover Financial Services; strategy at Travelocity; social change at Nicholas Negroponte's One Laptop Per Child; innovation at Crispin, Porter + Bogusky; and interactive marketing at Neiman Marcus Direct.

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