Few people call themselves “consumers.” Consumers buy or use a product, service or solution. Period. The word connotes a one-way relationship between seller and buyer that fits poorly in today’s connected marketplace. “Customers,” however, do far more than merely consume. Depending on their needs, experiences and desires, customers are more inclined to get involved in the marketplace. Today’s technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors and the press - any person or group who cares to listen and, perhaps, act on the messages received.


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