This paper discusses applications of the measures of the risk of misinforming and the role of the warranty of misinforming in the context of the informing component of Customer Related Management (CRM) issues. This study consists of two parts. Firstly, we propose an approach for customers’ grouping based on their attitude toward assessing product's properties and their expertise on the terminology/domain of the seller’s message describing the product. Also we discuss what the most appropriate personal/group warranty is for each of these group/clusters. 

A revised version of this paper was published in Informing Science: the International Journal of an
Emerging Transdiscipline, Volume 18, 2015