Companies need to make sure they're not sacrificing the user experience when they run promotions or contests aimed at increasing online traffic, reports BusinessWeek.

With major brands like CNBC, TheStreet and ESPN all building experience in promotions gone south, it's incumbent on companies to make sure they're monitoring problems and listening to feedback.

Not only can service hiccups move users to not participate, but with the ease of self-publishing online, their gripes can instantly be funneled through the equivalent of a loudspeaker for all to hear.

Part of the reason players feel entitled is that the promotion or program has very much accomplished its goal: The user is feeling a personal connection with the brand.

But that gets turned on its head when problems crop up, making them feel unappreciated and taken for granted. Companies have nipped some participant frustration in the bud by simply communicating with those having problems and giving them a voice in the solution.