Gartner Research

The Business Impact of Social Computing on CRM

Published: 04 February 2009

ID: G00164858

Analyst(s): Adam Sarner


Social applications are as varied as the online customer interactions they support. Companies can support CRM objectives by understanding how these social applications fit into the online buying cycle.

Table Of Contents
  • Overview
  • Introduction
  • The Expanding Social-Software Market
    • Not Just Facebook
    • Not Just Large-Scale Communities
    • Not Just for Business-to-Consumer Enterprises
  • Aligning Social Applications to the Online Buying Cycle
    • The Buying Cycle Is the Foundation for the Customer Relationship
    • Approaching the Online Buying Cycle
    • The Broader Impact of Social Computing
  • Four Things You Must Do Before Starting Social-Networking Initiatives
    • Define the Initiative and Its Purpose
    • Cede Ownership and Encourage Participation
    • Understand and Reward Different Kinds of Participation
    • Acquire Skills to Build Relationships Online
  • Making Technology Choices
    • Enterprises Should Consider Small Vendors and Alternative Delivery Models
    • Enterprises Should Watch the CRM Vendors, Too
    • The Future Role of the CRM Market in Social Applications
  • Conclusion

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