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At its most basic, Customer engagement is about acquiring a greater understanding of the customer, with which to make more informed decisions. Customer relationship management (CRM) activity captures much of this information. Online surveys help to understand what customers are thinking, while social networking sites have the potential to capture and track customer sentiment in real time.

Social networking is not something to be looked at as separate to existing customer interactions; it is an incremental extra that needs to be embraced. Ensuring that everything is pulled together will help to ensure that social CRM works for the prospect, the customer and the business.

This nine-page Buyer's Guide to Customer Relationsip Management (CRM), written by Computer Weekly speciaists, analyses the factors CIOs and senior IT professionals need to consider as they plan their CRM strategies.

Contents:

• Using social media in CRM practices
• The companies where social media analysis is helping CRM take off
• Adobe steers customer experience
• Six top tips for social CRM strategies