The answer is very few. The reason is simple. Most companies aren t experienced at trying to create this level of customer intimacy using the foreign world of the Internet. Most companies are thankful just to have a web site given that it took them 3-6 months just to outsource it to an expert . Well, as you guessed, this is the New Media and in this era of the Internet we need marketing and IS and communications to work together on building relationships.
Marketing needs to put together a profile for others to understand.
The goal is to create a Market of One . Customize, personalize, and make the customer feel special and unique. Relationships is about understanding and through understanding you should be able to present a killer value proposition or value-added relationship. You potentially have more information than you realize . Work from both ends - what you know about each customer and what you would like to know in a perfect world.