The document discusses the evolution from traditional CRM to social CRM. It explains that social CRM aims to enhance collaboration, community creation, conversation and creativity by leveraging web 2.0 technologies. This shifts the focus from individual customer relationships to collaborative relationships that engage a broader network. It also changes the CRM landscape, channels, processes, organizational mindset and required technologies. The key is for companies to adopt a social strategy, develop social operations, and establish a social organizational structure.
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Social CRM
Concept, Benefits and
Approach to adopt
A call for reviewing current CRM Strategy, Processes and Mindset
throughout companies
Fabio Cipriani
November-2008