Customers, outside the corporate firewalls and disinclined to participate in technology initiatives designed for the suppliers needs rather than theirs (as most e-newsletters, e-rooms and Extranets are), continue to interact, information-wise, with suppliers the same way they always have -- receive (and usually turf) the marketing mail, put in their orders and rely on their relationship manager to decipher the former and process the latter effectively. Use social network analysis (mapping or interviewing) to identify the de facto networks of expertise and trust in the organization.