Connecting with customers and prospects online is one of the biggest challenges facing businesses today. Companies are adopting social CRM strategies to help conquer this challenge. They’re using social CRM to guide and support how they communicate with customers and prospects online and to better understand their needs and expectations. While CRM technologies help organizations access customer data, social CRM helps companies participate in online customer conversations based on that CRM data. In this podcast, Michael DiLorenzo of the National Hockey League and Augie Ray from Forrester Research describe successful social CRM initiatives.