Interactively engaging prospects, customers, partners, and developers regardless of geography and cultural expectations, is no small feat. Heightened expectations from technology-savvy consumers for multi-channel, localized communications add to this complexity. This compels organizations to have a strong, Web, wireless, email and print-based presence that is contextspecific. Contributing to this challenge is the fact that simply engaging consumers does not guarantee sustained, satisfying, ongoing customer relationships. In fact, “just any old interaction won’t do.” Approaching today’s market on the basis of minimal customer engagement is simply a flawed business strategy.