When you're talking with your best and most trusted friends, there is no need to defend yourself with disclaimers, overly defined examples, or defensible arguments. The conversation just happens. Wouldn't it be great to communicate like that with your customers? To what extent are they delighted or disgusted with your products or services? What did they think of the last product? Did they care about the new Web site, or was it your personal attention to their e-mails and the fact someone returned their call the same day that mattered? Stepping back, isn't getting a response to these questions what good marketing is all about?
Anything that gets you that close to understanding what customers really think is all that really matters. Twitter is a means to make this happen, and forward-thinking companies, including Delta Air Lines, Dell, JetBlue, Southwest Airlines and many others are using Twitter as a means of connecting to customers with greater focus than has been possible before.
Source: CRM Buyer, http://crmbuyer.com/story/Twitter-A-Customer-Communication-Lifeline-64411.html