Curated results provide the company with a detailed analysis of each customer's private information, purchasing history, preferences and purchasing concerns. Using this data, customers can be segmented into groups of buyers with different tastes and budgets. Columbia can then identify the most profitable, most frequent and most unhappy customers and market to each group individually using promotions created specifically for them. Columbia can continue to serve new and long-term customers by practicing social engagement, knowledge management and customer retention. CRM systems could analyze social engagement by encouraging communication through social media to identify key media influencers within this customer community. Columbia CRM systems can also provide customers with an online community that can be akin to a blog. On these web pages, customers can ask each other for advice, give feedback to the company, and share their own ideas about products and potential products.