Social media has led customers to expect more collaborative interactions, says Prof. Evgeny Kaganer. Companies are using social CRM to collect intelligence on customers and to integrate with them and then try to combine this with transaction-based traditions. The next frontier will be to overlay collaborative technologies on to transactional systems. The companies that can […]
Social CRM: “It’s Complicated”
“It’s Complicated”. This could have been the best status to describe the relationship between Nestlé and its Facebook page a month ago. This situation began when Greenpeace launched a campaign against an alleged purchased by Nestlé of certain palm oil for use in KitKat candy bars. Environmental activists posted a negative video on YouTube and started an organized attack […]