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Defining Social CRM

Using Social Computing To Collaborate With Customers In New Ways

March 2, 2011

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  • By William Band
  • with Connie Moore,
  • Kate Leggett,
  • Andrew Magarie

Why Read This Report

The social web phenomenon — which Forrester calls Social Computing — forces business process professionals to expand their thinking about how their companies can and should engage with customers. Compounding this challenge, a confusing flood of new terms and acronyms now spills forth from pundits, offering new definitions of customer relationship management (CRM). This report defines the key characteristics of social CRM and provides examples of how Social Computing technologies expand the possibilities for delivering customer and company value through the key business processes of targeting, acquisition, retention, understanding, and collaboration.

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Table of Contents

  • Social CRM: It's Not Just Company To Customer, It's Also Customer To Customer
  • The Customer Management Process Ecosystem Incorporates Social Computing
  • Social CRM Use-Case Scenarios Are Rapidly Emerging

  • Social CRM Is Not A Strategy, But You Need A Strategy To Succeed

  • Actions, Not Definitions, Make The Difference
  • Related Research Documents