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Posted by Kate Leggett on March 30, 2011
Today, salesforce.com announced the intent to acquire Radian6, a leader in the social media monitoring space. You can find the details of the definitive agreement here. What I want to focus on is what this acquisition means to customer service.
This is a solid move for salesforce.com, which is heavily invested in building out its customer service capabilities, as evidenced by all the new features available in its Service Cloud 3, announced earlier this month.
Listening platforms are here to stay. Companies must use listening platforms in conjunction with traditional enterprise feedback via surveys to understand the needs and issues experienced by their customer base. They also need to be able to act on this feedback and close the loop with the provider of the feedback. However, the verdict is out as to whether customer service via Facebook or Twitter, a mode that salesforce.com seems heavily invested in, will truly be adopted by companies.
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