Here's a simple 5 step plan to get your 'efluential' customers (influential voices amplified with new technology) working for you - written by Marsteller's Andrew Nibley. Some good stuff and a sound top line introduction to the concept of building customer advocates.

"Where an influential might influence 2 other people to purchase a product or service, an e-fluential influences, on average, 14 other people."

Andrew suggests using customer enquiry data to help identify efluentials who have contacted an organisation.

"Look at customers who have contacted you. Divide them into e-fluentials who are happy with your products and services and those who are not."

Its also important to develop a WOM listening strategy to highlight vocal customers who are shouting about the brand online (bloggers, online community members etc) without ever contacting customer services with their gripes and groans. According to recent research,  customer service staff are often the last people to find out there's a problem!

Have to say I'm not sure about the term 'efluentials'. Sounds too much like 'effluent' to me but I can't help thinking from the gutter.