The "always on, always-connected" generation produces user-generated content, connects through social networking, and lives and breathes Web 2.0 technologies -- and they're changing the very nature of commerce. For the always-on, always-connected digital client, multichannel is an integral part of the idea of business in an instant, a natural outcome of achieving CRM in real time: By linking together all players involved in the supply/demand chain, and utilizing CRM applications that help manage the relationships between these players, information flows in real time in both directions. It all starts with the new technology tools that Web 2.0 has to offer: blogs, wikis, videos, RSS feeds, widgets, podcasts, and others -- each of which supports the social movement around interpersonal communications. These technologies share three basic tenets that will impact the future of CRM: user-generated content, social networking, and disintermediation. Over the next decade, individual interconnectivity will blossom, and self-publishing will explode both inside and outside the workplace.
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