CRM: Get social: taking CRM to the next level

The advent of social media is propelling organisations towards real-time CRM. We're probably all familiar with the Pareto Principle as it applies to sales: 80 per cent of business typically comes from 20 per cent of customers.

In fact, research suggests that a 5 per cent reduction in business lost can generate anything between 25 and 85 per cent additional organisational profit.

It's perhaps the strongest argument for hanging onto those hard-won customers, ...