Gartner Research

Top Use Cases and Benefits of Social for CRM in 2013

Published: 05 April 2013

ID: G00250341

Analyst(s): Adam Sarner , Jenny Sussin


We guide IT and social media leaders who support marketing, customer service, sales and e-commerce in understanding the state of social for CRM in 2013 and where results are being achieved.

Table Of Contents
  • Key Challenges



  • Capitalize on Social for Marketing by Shifting Costs From Traditional Marketing
  • Measure Social's Impact on Customer Service Through Deflecting Calls From the Contact Center and Decreasing Service Costs
  • Minimize Immediate Investment in Social for E-Commerce; Social Has Not Gained Momentum Outside of Product Reviews
  • Gauge Social Success for Sales Through Increases in Qualitative Leads and Close Rates on Collaborative vs. Precollaborative Selling

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