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Social CRM does not replace existing CRM efforts - instead it adds more value. In fact, Social CRM augments social networking to serve as a new channel within existing end-to-end CRM processes and investments. Social CRM enhances the relationship aspect of CRM and builds on improving the relationships with more meaningful interactions. As the "Godfather of CRM," Paul Greenberg notes, "We've moved from the transaction to the interaction with customers, though we haven't eliminated the transaction - or the data associated with it? Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's (i.e. Social CRM is) the company's response to the customer's ownership of the conversation."
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