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Atos Consulting and MSLGROUP release a joint whitepaper "Social CRM: Towards Enhanced Customer Relationship Management"

As social media continue to multiply, Atos Consulting and MSLGROUP have combined their expertise to analyze levels of Social CRM maturity across various industries.

Paris, 9 July 2012:  As social media continue to multiply, Atos Consulting and MSLGROUP have combined their expertise to analyze levels of Social CRM maturity across various industries.  Based on a review of consumer expectations, this whitepaper outlines new engagement opportunities for companies and brands. It also underlines how consumer-driven change is forcing organizations to take a fresh look at their technological capabilities and strategies.

Consumer expectations: a CRM revolution

After taking an experimental dip into the world of social media, many companies are now encountering online consumers who are determined to have their voices heard. Fans, followers and friends ... customers no longer hesitate to share their opinions, using the web to influence or even oppose corporate policies.  Unlike traditional one-to-one customer relationship channels, a positive or negative view shared via social media can directly influence the wider audiences' purchasing decisions in a one-to many mode. The viral dynamic of social networks further amplifies those customers' voices, effectively causing organizations and businesses to risk losing control of their e-reputation.

Social media: a new horizon for CRM

The fact that businesses are today present on social media means that a customer's number of points of contact have multiplied ten-fold. This visibility and transparency is a challenge for any organization, but also an opportunity to redefine the relationship between them and their customers.  More than just a new contact channel, this transformation impacts several key functions including customer service, marketing, IT, communication, etc.

The transition from traditional customer relationship management to "augmented" CRM also implies a fundamental change: companies will have to hand some control over to their customers. This is the price they will have to pay in order to benefit from this evolution, increasing the quality of interactions so as to capitalize on the one-to-many principle of social media.

A white paper to help companies seize the Social CRM opportunity

Developed under the leadership of Eric Levy-Bencheton, Partner, Practice Sales & Marketing / CRM, Atos Consulting  and Stanislas Magniant, EMEA Head of MSLGROUP's 'Social Hive' unit, the whitepaper "Social CRM: Towards Enhanced Customer Relationship Management " is based on in-depth interviews conducted over the last year with more than 20 American and French companies.

Mixing industry professionals'and social media experts' views, the whitepaper helps companies understand social CRM trends, best practices and sheds a new light on the new frontiers of digital marketing.

The whitepaper can be downloaded here.

About Atos

Atos is an international information technology services company with an annual turnover of 8.7 billion Euros and 78,500 employees in 42 countries. Serving a global client base, it delivers high-tech transactional services, as well as consulting, technology, systems integration and information management solutions. Atos provides technologies that support the development of its customers and help them achieve their company vision and goals. Atos is the official international information technology partner for the Olympic Games. The Group is quoted on the Paris Eurolist Market and trades as Atos, Atos Consulting & Technology Services, Atos Worldline and Atos Worldgrid. Atos Consulting is the consultancy branch of the Atos Group.


MSLGROUP Social Hive is the global social media practice of MSLGROUP, pooling 150+ dedicated operatives across North America, Europe, and Asia, with second to none expertise in social media counsel, online PR, Community Management, social media analytics and social media marketing. MSLGROUP Social Hive is a strategic and trusted digital advisor to our clients. A pioneer in influencer marketing, word of mouth, real-time insights and heritage in third party advocacy. We're able to cross-pollinate ideas and help our clients in the Conversation Age. Social Hive is part of MSLGROUP, the Publicis Groupe PR, Corporate Communications and Events global network.