Chris Capossela, Chief Marketing Officer at Microsoft: “A few years ago, we started to move our thinking away from how we could woo customers away from our competitors, and instead focus on developing a fan-centric culture, and I think this has served us well even though we still have so much to learn… we used the power of analytics to take a closer look at people who use Microsoft products every day… Fans will keep buying your products, but they’ll also provide feedback that makes solutions better, ideas for future products, influence over future fans, and credibility for your organization.” Link