IBM Whitepaper - From social media to Social CRM: What customers want

Getting closer to customers is a top priority for CEOs. Today’s businesses are fervently building social media programs to do just this. But are customers as enthusiastic? To successfully exploit the potential of social media, companies need to design experiences that deliver tangible value in return for customers’ time, attention, endorsement and data. This whitepaper details the critical first steps toward building a Social CRM strategy.

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