Integrating Social CRM
Document type: Interview
Social media has led customers to expect more collaborative interactions, says Prof. Evgeny Kaganer. Companies are using social CRM to collect intelligence on customers and to integrate with them and then try to combine this with transaction-based traditions. The next frontier will be to overlay collaborative technologies on to transactional systems. The companies that can do this will have competitive advantage in the future.
Bibliographic citation: IESE; IESE Insight, "Integrating Social CRM"