Google looks to be creating a platform that a small businesses can use to turn a variety of online interactions into stronger customer relationships. As mentioned in this report on Inc. Technology, just as Microsoft Outlook was (and still is) key to increasing CRM user adoption over the past decade, Gmail is looking to be that key in the Social Age.
"Over the past 12-18 months, major customer relationship management (CRM) players like Salesforce.com, Sage, SAP and others have been adding 'social' abilities to traditional CRM applications -- like viewing social profile information from Twitter and Facebook. Additionally, newer services such as BatchBook, BantamLive, and others are creating CRM applications on a social foundation aimed at the small and mid-sized business market. And with every passing day, social technologies are merging with traditional CRM functionality, giving companies more efficient ways of transforming clicks into valuable customer relationships."