Problem: Companies claim to be customer oriented but in truth they fail to be truly and effectively near their customers.

Proposition: The power of the social media and the Internet should be utilized by building customer communities dedicated for sharing answers, ideas and solutions. Public customer community would be an open place where customers and employees of a company could meet and share information.

Implementation: Customer community should be implemented to the web and be easily access..

Companies can use social networks to increase their responsiveness to end-user's needs.

One option is to collect more external feedback. Employees can be encouraged to use their smartphone with cameras to capture interesting moments, related to the company or its products. It can be products' shelf position in store, a landscape which would communicate service's idea better, etc. Then they can tag the pictures and/or add a brief description and share on an internal photo stock. This way compa..