How do you do it? Firstly, listen carefully to what your customers tell you about your company and your product. Listen to what they tell their friends too, on social media services like Twitter and Facebook. Secondly, your marketing, sales, support, order processing and accounts departments already know a lot about your customers: put all that valuable information in one place and share it! Use CRM (customer relationship management) software, for example. In this way, everybody in the organization knows exactly who their customers are, what they need now and what they would like in the future.