Managing real-time customers: moving CRM from email to social media

This article discusses the challenge of moving customer relationship management away from email-based systems and realigning them with real-time social media platforms such as instant messaging, Twitter and Facebook, particularly to reach younger consumers who are using email less.

Managing real-time customers: moving CRM from email to social media

Norm Johnston

It’s official. I’m old. Conclusive proof has come to light. First, I still ring a door bell with my index finger. Apparently today’s Nintendo DS trained youth use their thumbs. Second, I still mainly communicate via email, which is something “old people do” according to research from Jeff Cole and the USC’s Center for the Digital Future. Today’s youth prefer to use social networks like Facebook to communicate with others. That’s not to say that email is completely dead. Microsoft’s latest Context Matters II research points out that...

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