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Gaining benefit from social media when you don't even use social media



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A collection of interviews by CRM Experts, Zoho customers, and Media on the CRM trends. These interviews were sponsored by Zoho during the recently held CRM Evolution 2011 Conference, New York, USA. [More]
Viewed Times: 835 Add Date: 08/28/2011  
Social customer care is great if you're using a social channel. Problem is there are still plenty of people that only use traditional channels and get no advantage from the social channels. At the CRM Evolution Conference I spoke with Ian Jacobs, a Senior Analyst on Customer Interaction for Ovum. Jacobs offered up a possible non-adhoc scenario to integrate social media into as core corporate information. The social channel handles things that aren't in the company's knowledge database. How do you get at that knowledge and then get it into the company, asked Jacobs. The trick is finding a method to validate the correctness. The technology to do just that is not fully baked, admitted Jacobs. Ultimately what Jacobs envisions is a series of automated tasks that use trust mechanisms to then make that social input part of the company's overall knowledge base.

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