I found this fascinating quote today:
Social CRM [...] extends CRM from being something predominantly inside-out, to something that extends out into the conversations that customers are having between themselves. If we want to engage customers we need to really understand [...] the jobs customers are trying to do and the outcomes they are trying to achieve by doing them. This is best practice in understanding customer needs today [...] Once we understand what customers need, we can innovate around delivering exactly that [...]. And we can use service-dominant logic to provide experience platforms that allow customers to co-create value together with companies. Co-creating value with customers is the modern definition of customer-centricity.
contactcenterintelligence.wordpress.com, What A Social CRM Strategy is all about.. «, Sep 2009
You should read the whole article.