Building a closer relationship with individual customers is now a key objective for many organizations. However, those customers are already one step ahead. A decade of overexposure to increasingly aggressive marketing tactics has made them understand the power they wield over businesses that want their data and wary of trusting brands. Instead of engaging directly with an organization users choose to connect with friends, and even strangers, online to crowd source opinion on purchasing decisions. But surprisingly, treat them right and they are still willing to share.