As organizations embark on social CRM projects to capitalize on the rapid growth of social networks like Twitter, Facebook and LinkedIn, there is one major stumbling block that must be considered -- and ultimately addressed. It’s a stumbling block that plagued many of the initial deployments of traditional CRM: the data.
The rise of new communication channels is bringing with it a rise in customer contact points, and therefore customer data. Should you collect Twitter handles, Facebook page addresses or monikers from online customer communities? Does that fit into your CRM system, and can you associate it to the right customer record?
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