Those who cannot remember the past are condemned to repeat it, wrote George Santayana, and if you've covered technology as long as I have, you know that the cycles of repetition become shorter with each passing year. When it comes to CRM, we're seeing it again in the form of social CRM: companies are making the same mistakes they made at the start of the CRM era. Does no one look to the past? Or do they see SCRM as such a revolutionary leap forward that the past no longer applies? 
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