Pilar González Canda
In the evolution of the integration of corporate applications with social networks there is an "effervescence" that is evidenced by the purchasing movements that all CRM technology providers are making in an attempt to provide their customers with solutions that facilitate the integration of social networks with their products. Some examples: Oracle has acquired BI tools, Social Media Monitoring, Social Media Publishing and finally Marketing Automation (Eloqua), Salesforce.com has acquired Radian6 and BuddyMedia.MSCRM to MarketPilot (Marketing Automation), IBM and SAP have made similar acquisitions.
These movements indicate that the integration of CRM with social networks is a reality, and that it can also become an additional channel for the generation of commercial transactions, and therefore contribute to the increase of sales.
All of us who work in this market must continue to advance in the convergence of CRM with the "Social" world and contribute to offering Customer Experience solutions and the appropriate Analytics solutions so that the information generated with this integration contributes to improving decision making.
For Autana as a CRM service provider, the most important thing is to be able to help our customers make use of the technological options available that help them compete in this Digital world.
