I find this video is worth your time to watch. It presented by Paul Greenberg, a social CRM expert and keynoter at the LiNC conference this year, one of the early adopter who mapped out the CRM space gives a succinct overview of what’s happening in the Social CRM space.
In the video, he points out the two converging forces ‘social’ and ‘CRM’ spaces that are coming together, yet the third force, ‘companies’ themselves aren’t yet ready for the internal changes that are coming.
The good point he raised up is social media is flattening tools, it empowers everyone in the organization to have a customer touch point. But customers do need a consistent experience regardless of who they talk to in sales, marketing, support, or in-person. As a result, this is creating some unique cultural changes inside of companies, which bring lots of challenges for companies toward change their internal culture.