For years Businesses have tried to implement systems which finally showed a single view of the customer, however as quick as CRM systems are implemented new feeds and platforms are introduced which made the problem worse and quickly the customer records became out of date.
This problem is also true in everyday life; first our contacts were stored in filofaxes, then our outlook contacts and now mobile phones. However due to the transient nature of employment it has become harder to keep these records up to date as we try to map our contacts details.
However with the advent of Social Networks this situation has been reversed. Where in the past we concerned ourselves with keeping our contacts details up to date and in one place, now we are plugging into the actual data kept up to date by the owner. In fact not only is the data now accurate, far more information is being revealed by the owner than ever before.
Therefore I predict that in the future CRM systems will store the Business Relationship Data and the entire customer data will be extracted from the Social Networks to ensure this data is always up to date.