The knowledge economy is the future. Organisations need to harness their knowledge and put it to advantage if they are to survive in the new age. Innovative approaches to the market place through the products and services offered will become critical for survival. While some of the knowledge they need is held within the organisation’s systems, it also resides in employees and customers. Linking that knowledge together will provide an innovative approach to the future. Research was carried out to identify whether organisations recognise, and utilise the knowledge of their customers. It is important to identify whether they analyse the information gathered about their customers, and whether they value their customer relationships. The potential to be innovative is considerably enhanced when the accumulated knowledge of organisations, and their customers is brought together for the purpose of providing satisfaction and success in the future for all those involved. The way of the future is to link knowledge and become innovative.