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Quickly posting a link to an article in CIO magazine about CRM trends to watch.  Great quote from Peter Coffee which nails why social is so important to good CRM today.

"Old CRM was people inside the company talking about [customers]," says Peter Coffee, vice president and head of Platform Research at Salesforce.com. Increasingly, however, "the information that's most important in a CRM system originates outside [company] walls, in conversations on social networks and in other external sources."

Full article is here:  http://www.cio.com/article/699311/8_CRM_Trends_You_Need_to_Watch_