Social CRM exacts a new level of honesty

That dichotomy often results in two realities: the one reflected to customers and the one that represents how the business really works.

This has been a useful dichotomy in the past - after all, no customer wants to watch the sausage being made, right?

Well, not so much anymore. Customers are no longer passive spectators who take whatever is presented to them.

The reality you reflect to your customers now should no longer be a view for customers only. It should be a true reflection of your business - top to bottom. Customers have new ways to make sure business is on its best behavior. They have communities and social media channels to share this information. If someone somewhere sees through your facade, it's likely that insight will be shared with others.

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