It's fairly common practice today for major brands to have a social media team at the ready to respond to customer complaints on social networking sites like Twitter and Facebook. The practice is so widespread that a recent Call Center Satisfaction Index (CCSI) report released by CFI Group found that call centers should perhaps be renamed "contact centers."
In many companies, marketers have been first movers in social media, tapping into it for insights on how consumers think and behave. As social technologies mature and organizations become convinced of their power, they will take on a broader role: informing competitive strategy.
One of the tricky parts of developing a social CRM (SCRM) strategy is that it requires left brain and right brain thinking. The left brain, where more logical and procedural thinking takes place, is comparable to how "traditional" CRM operates, organizing and distributing data based on predetermined processes. The right brain, the center of creative thinking, is comparable to SCRM, discovering new relationships and communication models and engaging and conversing with customers.