CRM systems that upgrade to include social media capabilities are better equipped to handle interactivity between a business and its customers. With social CRM, businesses can better tell what its customers want and need. They can read the customers’ feedback and respond to them quickly, letting them know that they’re voices have been heard. This means that a business now has a better understanding of their customer and can create or enhance products to fit their needs. This will ensure that existing customers stick with the business. Learn more about social media and CRM in an article from Pervara Kapadia.