Gartner Research

The CRM Team Perspective on Social in 2015

Published: 05 January 2015

ID: G00271893

Analyst(s): Olive Huang, Jason Daigler , Kensuke Kawabe , Kimberly Collins, Theodore Travis , Jim Davies , Jenny Sussin , Ed Thompson , Michael Maoz


In 2015, application leaders supporting CRM must work to further integrate social strategies and technologies into their customer experience planning.

Table Of Contents


  • Social CRM as a Part of CRM
    • Application Leaders Should Prepare for Social Capabilities to Be Core to CRM Technologies
    • Sales Application Leaders Must Continue to Search for Where Social Complements Their Organization
    • Customer Service Organizations Must View Social Media as a Source of Knowledge
  • Multichannel Integration
    • Application Leaders Need to Become More Involved With Social Marketing Integration
    • Application Leaders Supporting VoC Must Push the Enterprise Beyond Siloed Social Media Monitoring
    • Application Leaders Supporting Digital Commerce Should Route Social Data to Analytics Applications to Determine Where They Can Impact the Customer Journey
  • Scaling for Global Social for CRM
    • Application Leaders Must Build for Global Social CRM, Particularly in Asia/Pacific

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