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Listening to customers does not mean the same thing today as it did five years ago. Today consumers have found strength in numbers. In essence, the community is becoming the consumer. Socialization has dramatically reduced the barriers to group communication and organization. This is a huge risk for companies who can now watch missteps spread through an entire universe of critics, fans and self-appointed journalists, many of whom are not even customers.

KANA Software, Inc., KANA Software, Inc.:White Paper, Best Practices for Integrated Listening, integrated listening
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