Integrating customer relationship management with Twitter will be increasingly important to help businesses improve profitability during the economic slowdown.
Salesforce.com is the first to offer integration with social networking websites; however, according to independent market analyst firm Datamonitor, other customer relationship management (CRM) suppliers are likely to closely follow the company and begin addressing demands for social networking in the near future.
Analyst Datamonitor said Twitter allows companies to make information more readily available. For instance, some banks are already using Twitter to boost customer service. Customers are also using Twitter for sharing advice and information among themselves.
According to Datamonitor, Oracle and SAP have begun to consider Twitter but have so far been more tentative than Salesforce.com. Oracle is offering the option for enterprises to publish information from CRM OnDemand directly to Twitter, and SAP has demoed Twitter monitoring as a part of its Business Suite 7. Unified communications and telephony suppliers are also likely to form relationships, with Avaya having just announced integration with Facebook for its new Aura platform.