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About This Book
Conventions Used in This Book
How This Book Is Organized
Part I: Welcome to the World of Social CRM
Part II: Building Your Social CRM Strategy
Part III: Developing a Social and Collaborative Business
Part IV: Measuring the Impact of Social CRM
Part V: The Part of Tens
Icons Used in This Book
Where to Go from Here
Chapter 1: Implementing the New Social Business
Accepting the New Social Change
Defending the business side of social media
Understanding the personal side of social media
Defining the business side of social media
Connecting CRM History to Today
Traveling dirt roads to the computer screen
Welcoming the power of computing
Crafting the CRM Definition and Philosophy
Optimizing customer relationships
Predicting the future of CRM
Chapter 2: Meeting the New Kid on the Block: Social CRM
Defining Social CRM
Using social media for CRM
Accepting multi-way communication
Moving from brand speak to real conversations
Discovering the Social CRM Fundamentals
Focusing on community building
Giving influence to your customers
Collaborating with customers
Understanding the Differences in Social and Traditional CRM
Shifting from selling to relationship building
Everything social is public
Defining new metrics of success
Aiming for customer engagement
Recognizing the Benefits of Social CRM
Increasing customer retention
Converting leads into customers
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