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Another term for “Social CRM” is “Social Media Monitoring”, the process by which companies monitor sites like Facebook, Twitter, LinkedIn, Weibo, WeChat, WhatsApp and others for relevant brand and anti-brand comments and mentions. Social media monitoring tools allow for continuous customer engagement. 

In assessing CRM solutions, Forrester considered three main areas when looking at vendors making it into the Wave. They were:

  • Current Offering: Global capabilities and reach, adoption to specific industries, data management and analytics ability as well as usability.
  • Strategy: Product strategy and vision and how the vendors differentiate themselves in the market.
  • Market Presence: The vendor’s customer and user base in the large organizations market and the resources available to develop the product in the market.