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Used effectively, social networking sites can enable marketing professionals, salespeople, and customer service agents to develop meaningful relationships with customers in new ways. But the true value from social networking can't be achieved in isolation. Rather, organizations need to take stock of their core business processes and customer management initiatives and identify how social networking can further enhance and extend those initiatives. This paper discusses tangible ways that organizations can extract measurable business value from social networking by leveraging it in conjunction with Customer Relationship Management (CRM) solutions.
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