Make it all theirs. Give them a reason to come back again and again. Casual browsers become passionate contributors. Ideas and content flow. The community increases in value.
People begin to trust.
New 'electronic bonds' are forged with customers. Indirectly, via clickstream analysis. Sustaining a dialogue that crosses all channels is another matter. It means recording each customer activity, tracking interests, analysing what and when they buy. You can anticipate customer needs, and plan for future interactions.