Executive Summary (This is a document excerpt)

The rise of Social Computing means that customer relationship management (CRM) professionals must find innovative new ways to cope with the emerging phenomenon of "social customers." Forrester talked with nine early-adopter companies and reviewed the social technology capabilities of six leading CRM solutions vendors to understand the business tactics and new technologies that CRM professionals are using to achieve the five objectives of social customer strategy: listening, talking, energizing, supporting, and embracing. Best practices for supporting next-generation customer management — CRM 2.0 — are rapidly emerging. In fact, leading-edge organizations are actively using social technologies to forge new and tighter relationships with their buyer communities, and social technologies are driving business results. Now is the time to take action to start gaining the practical experience you need to break out of old mindsets and grasp new opportunities. Those who wait to join in will find it increasingly hard to catch up.

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