According to Forrester
The Evolution of CRM as Web 2.0 is Evolving – Over 50% of Web Users are using Web 2.0 tools, and this technology is starting to change the landscape of the CRM industry.
With consumers believing online “friends and experts” more then a “trusted” brand, it has become increasingly important for companies to engage “super-users” into their marketing strategy as well as encouraging users to interact with peers and even competitors.
Customer relationship management (CRM) is evolving from its traditional focus on optimizing customer-facing transactional processes to include the strategies and technologies to develop collaborative connections with customers, suppliers, and even competitors.
CRM professionals must find innovative ways to engage with emerging “social consumers” enrich the customer experience through community-based interactions, and architect solutions that are flexible and foster strong intra-organization and customer collaboration.
You must define who you’re trying to reach, what you’re trying to accomplish, and how you plan to strengthen your relationships with the new social customer. Then you can expand your thinking beyond traditional CRM solutions and consider new ones based on social Web principles.
http://forrester.com/Research/Print/Document/0,7211,43991,00.html
Tags: 2.0, crm, facebook, myspace, social media
