Anyone involved in web presence knows it is imperative to engage customers in order to gain their attention and win their business. Yet, most companies grapple with many moving parts in order to execute on this business imperative. Customers have more product and service choices than ever — and less reason to be loyal to their suppliers and service providers.

As a result, they increasingly make purchase decisions based on how engaging they find a supplier’s products and services, and their ease of access. In response to these trends, IBM’s Institute for Business Value 2010 “From Social Media to Social CRM” survey found 88 percent of CEOs said their most important priority for the next five years was to be closer to customers. Given the lower barriers to entry in nearly every industry, this priority is certainly understandable.

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