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Evolution of Customer Touch Points
CRM 1.0 CRM 2.0
• Blogs • Microblogs

• Price comparison website

• RSS • Podcast
• Phone • Phone
• Wikis
• Fax • Fax
• Social Networks
• Email • Email
• Service • Service
• Widgets
• Letters

+
• Letters • Video sharing
• Personal contact • Personal contact
• Company’s website • Photo sharing
• Company’s website
• SMS • SMS
• Instant Messenger • Forums • Auction website
• Instant Messenger
• Chat • Chat
• Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking



• Single view of the customer based on the interactions • Single view of the customer is far more complex to
history, customer profile data residing in the company’s achieve. Besides internal information, the company must
base and data integration with internal systems rely on external information such as customer profiles in
• Company owns the data but it is limited to previous social networks and his behavior when participating in a
interactions community.
• Customer and other web 2.0 sites own part of the precious
data
© 2008, Fabio Cipriani. Some rights reserved

Published in: Business, Technology
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