Customer relationship management (CRM) is rapidly morphing from a customer management model to one of customer engagement. Social networks, podcasts, blogs, and wikis are enabling customers to become advocates, and not simply the targets they were in the traditional CRM process. The same techniques are also being used within the CRM industry itself to create a content-rich, social media environment for CRM professionals. Find out what these sweeping changes mean to businesses and CRM professionals alike, as TEC's director of research Wayne Thompson sits down with Paul Greenberg and Bruce Culbert of BPT Partners, a leading CRM consulting firm.
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changing from a customer management model to one of customer engagement, and Web 2.0 technology is at the heart of this change. Social networks, podcasts, blogs, and wikis are enabling customers to become advocates rather than simply targets, giving them the means to express their thoughts and feelings when they go to your store, buy your product, or purchase your service. At the same time, these new tools and techniques are being applied within the CRM industry itself, allowing CRM practitioners to