Social CRM: the front office equivalent to back office ERP?

Social CRM is seen by some enthusiasts as a key game changer when using new technologies to generate real business value. Others find it a mysterious topic that seems to lack the normal IT scrutiny regarding cost effectiveness. Many industry experts believe that Social CRM will become an all-embracing and coherent set of capabilities that will enable front office market engagement to benefit from technology in much the same way as ERP enabled game-changing back office automation. This month’s Technology Brief explores this subject and provides a round-up of other industry news.