Building Trust Before Social Skepticism Sets In

The emergence of the social customer is forcing businesses to think differently about how they reach the people to whom they sell, and much has been written about ways for businesses to cope with this. However, as is all too common in CRM discussions, the customer is often forgotten as we default to dwelling on processes and software that are decidedly business-centric in their nature. The customer is facing a dramatically changing landscape, too. To use a hockey metaphor, you want to pass the puck to where the other player will be — not where his is now.