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Conclusion: With a degree of inevitability the Web 2.0 bandwagon has reached CRM. And the reason is obvious: with so many Web 2.0 applications and media moving users to be engaged in some way, either by posting to blogs, or video and creating their own mashups, the engagement is interpreted as a sign of reinvigorated possibilities through CRM channels. Such diverse and disparate potential is however unlikely to be pursued by most organisations, although new approaches in communications are worth examining.

While for some businesses the mania over 2.0 apps is of value, in the main the hype is just that, and for one important reason: users may engage with some sites and corporations as friends might, but not with others, where the relationship might be described as nothing more than transactional. In other words it’s not an equal opportunity for all players and it would be unwise to accept the apparent 2.0 opportunity regardless of business sector and an organisation’s habitual relationship with its customer.

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