Customer Intimacy

There is a great piece by Seth Godin entitled, "In search of customer intimacy."

Often one of the initial goals of starting a community is to give customers a chance to connect and a support forum in which to share their issues. While these are good goals, you will miss the true potential of connecting with your users. As Godin says, "The goal should be to get your customers to share their dreams, not their peeves."

When you can connect with customers on that level, great things can happen for both you and your customers.