Mitch Lieberman: Why social CRM demands coordination before collaboration

At the recent Social CRM 2011 event in London, MyCustomer.com spoke with Mitch Lieberman, VP strategic marketing at Sword Ciboodle and a recognised thought leader in social CRM. Here he discusses why social CRM is attracting so much attention, why it means customer service departments will have to up their game, and why and how businesses will have to get their coordination right before they can get their collaboration right.