Knowledge has become the source of strategic planning for the creation of a value proposition for consumers. Market sensing (Olavarrieta & Elinger, 2007) is a core business process and organizations which are able to manage, analyze and combine knowledge faster for product innovation and improvement in line with customer expectations are succeeding in the competitive scenario. The connected millennium lays tremendous importance on shifting the concept of marketing from making and maximizing profit from individual transactions to building mutually beneficial relationships with consumers and other parties. Relationship marketing focuses on customer satisfaction and retention as organizations move from product based campaign marketing to a customer based relationship approach. Economies have become customer driven. Companies are going global, reaching out to customers located afar as e-commerce and online buying facilitate consumer purchase, thus diminishing locational restrictions. Increasing competition between organizations is leading to the implementation of relationship strategies and multi-channel relationship programs, as consumer retention becomes a vital imperative for organizational sustenance. In view of the increased need for organizations to communicate with their consumers, the internet provides an excellent low cost solution for better connectivity between the organization and its partners.