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BWI-BusinessWeek.PNG Recently in Business World India, water purification company Aquaguard described its evolution from a company with a large number of dissatisfied customers, to scaling its ability to personalize dialogues with customers one at a time – reducing dissatisfaction exponentially.

In this piece, Rohan Chandrashekhar, CEO of Buzzvalve, a social media management firm refers to Social CRM; alluding to how Aquaguard has refashioned their CRM systems to accommodate social conversations.   Paul Greenberg, The 56 Group, referred to as the ‘Father of CRM’, and author of “CRM at the Speed of Lightdrew a line in the sand to launch Social CRM (SCRM) into our conscience nearly five years ago and hasn’t looked back.

Greenberg has said that: “…SCRM is an extension of CRM, not a replacement for CRM. Its a dramatic change in what it adds to the features, functions and characteristics of CRM but it is still based on the time honored principle that a business needs its customers and prefers them profitable and that same business needs to run itself effectively too.”

So with that as your backdrop, check out the views here  from CEO, BuzzValve, CEO, Simplify360, and the AVP, marketing and head, digital business Tata TeleServices and don’t miss the adorable cartoon which exemplifies the whole point of getting beyond one’s notion of what engaging with your customers like never before, really means.

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