<p>Perspective
Social CRM
How Companies Can
Link into the Social
Web of Consumers
Olaf Acker
Florian Gröne
Rami Yazbek
Fares Akkad
Booz & Company
Contact Information
Beirut
Ramez Shehadi
Partner
+961-1-336433
ramez.shehadi@booz.com
Raymond Khoury
Principal
+961-1-336433
raymond.khoury@booz.com
Berlin
Dr. Florian Gröne
Senior Associate
+49-30-88705-844
florian.groene@booz.com
Canberra
David Batrouney
Principal
+61-2-6279-1235
david.batrouney@booz.com
Chicago
Eduardo Alvarez
Partner
+1-312-578-4774
eduardo.alvarez@booz.com
Mike Cooke
Partner
+1-312-578-4639
mike.cooke@booz.com
Delhi
Suvojoy Sengupta
Partner
+44-20-7393-3314
suvojoy.sengupta@booz.com
Dubai
Fares Akkad
Senior Associate
+971-4-390-0260
fares.akkad@booz.com
Rami Yazbek
Associate
+971-4-390-0260
rami.yazbek@booz.com
Frankfurt
Stefan Stroh
Partner
+49-69-97167-423
stefan.stroh@booz.com
Olaf Acker
Partner
+49-69-97167-453
olaf.acker@booz.com
London
Hugo Trépant
Partner
+44-20-7393-3230
hugo.trepant@booz.com
Rami Mourtada
Principal
+44-20-7393-3444
rami.mourtada@booz.com
Saibal Chakraborty
Senior Associate
+44-20-7393-3540
saibal.chakraborty@booz.com
Milan
Enrico Strada
Partner
+39-02-72-50-93-00
enrico.strada@booz.com
New York
Jeffrey Tucker
Partner
+1-212-551-6653
jeffrey.tucker@booz.com
São Paulo
Jorge Lionel
Principal
+55-11-5501-6200
jorge.lionel@booz.com
Shanghai
Andrew Cainey
Partner
+86-21-2327-9800
andrew.cainey@booz.com
Sydney
Peter Burns
Partner
+61-2-9321-1974
peter.burns@booz.com
Ramez Shehadi and Florian Poetscher also contributed to this Perspective.
1
Booz & Company
EXECUTIVE
SUMMARY
Social networking and other new technologies have given rise
to the “social consumer,” who now has the means to share
reviews and opinions about virtually every kind of product
and service. As a result, the days of the one-to-one relationship
between companies and their customers are over. Now
companies must contend with the huge and growing social
web, where customer experiences and opinions are shared
on a massive scale, and corporat