Study: Companies missing keys to customer behavior

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New York -- A study released Monday by Jupiter Media Metrix Inc. has found that most companies define customer loyalty too narrowly and are overlooking key measures of their customers' behavior. According to a Jupiter consumer survey, 45% of online shoppers chose e-commerce Web sites based on word-of-mouth recommendations, yet only 7% of companies are implementing tools that allow them to identify "viral influencers" through e-mail pass-along rates.
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