Who Controls Your Community's Message?

Technology that allows instant access to information and opens up new lines of communication makes it impossible to control the message anymore.

“There has been a fundamental shift in the relationship between the buyer and the seller, driven by how much more knowledgeable the buyer is; the customer often knows more about the product and the competing options than the seller does,” says Jim Champy, chairman of Perot Systems’ consulting practice and author of Inspire!: Why Customers Come Back.

From "Psychology of the Sale", CRM Magazine, May 2009.