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Integrating social media tools and strategies into the traditional CRM efforts can increase ones efforts in building meaningful relationships with those looking for solutions to the challenges they face. The key is to first understand how these prospective customers use the Internet in terms of information gathering, communicating, engaging in conversations, and finally in determining who they choose to do business with. A firm understanding of these key areas will increase the likelihood of a successful marriage between traditional CRM efforts and the relationship with the social customer.
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