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The Social Work of Social CRM |
The explosion of real-time Web content, customer touch points and expectations poses a major challenge for service organizations, yet an even bigger opportunity. With the rise of product and service communities, ratings and review sites, and you name it social forums, it's time to offer personalized interactions with customers no matter their preferred communication channel. Mix in mobile devices and now there are a remarkable number of channels to manage, more interaction data, and increasingly sky-high expectations from customers who are conditioned to want their information and answers in real-time.
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