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The ubiquitous nature of social media and mobile devices has conditioned consumers to expect on-demand customized service delivered quickly to their platform of choice. But reaching customers on mobile and social channels isn't always easy. Harnessing the data generated by these new channels of engagement poses numerous data management and integration challenges. Mobile and social CRM tools can speed customer service, encourage mutually beneficial two-way communication and enrich customer relationships.

In this e-book chapter, consultant Steve Signoff writes that mobile and social CRM tools symbiotically working to connect with customers and prospects have become a requirement for companies to compete successfully. He looks at a "morphing, modernizing and shifting" CRM market that is expected to reach $37 billion by 2017 and explains that mobile and social CRM tools have to be "woven into the fabric" of any viable customer engagement strategy. Companies need these tools to track, analyze, communicate and manage relationships with customers and prospects. Collaboration technologies that allow immediate customer feedback are not only reshaping company operations in sales and marketing, but also influencing product development and marketing decisions.