Doing more with less: social CRM challenge for the mid-sized biz

13 Apr 2011

One of the great promises of the Social CRM revolution was - at least in my mind - the opportunity for quick, creative, smaller companies to develop the same sort of customer relationships that larger companies could afford to create.

There's a gulf between small businesses, which may speak or even see their customers in a one-to-one scenario, and large businesses, which have sufficient manpower and money to create intimate relationships through the use of the right technologies and processes.

Last week's Gartner Customer 360 Summit in Los Angeles, however, pointed one thing out to me very clearly: The companies in the middle may have a harder time with this than they might expect.

Read the full article on E-CommerceTimes.com.