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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits by Barton Goldenberg

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Chapter 7. Overcoming Skepticism to Exploit Social CRM

The previous three chapters describe a Social CRM framework; look into the value-add and requirements of external and internal-facing Social Media communities; and make the strong link between Social Media communities and Social CRM. This chapter delves into why I think some executives are still hesitant to jump into Social CRM.

The Social CRM industry is a very robust market. RnR Market Research forecasts the worldwide market of $1.9 billion in 2013 growing to $9.1billion in 2018. This represents a compound annual growth rate of 36.5 percent during this five-year period. These factors account for this impressive, continuing growth:

• The rising focus on creating meaningful customer engagement ...

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