Summary
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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