Customers today are not just customers -- they are influencers and social networkers. Across the Web, at any hour, they are sharing observations about your company's products and services. They are doing the same about your competitors. Customers amplify their single voices when they blog, write online comments and reviews, and participate in communities such as Facebook and Twitter. Through use of search engines and social networks, they reveal clues to their buying intentions, and in doing so, create a potential gold mine for customer intelligence. These new modes of customer behavior make it essential for companies to move beyond traditional ways of gathering, analyzing and acting on customer information.

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