Gary Slater, Head of Business Systems at Business&Enterprise North East, explains how Web 2.0 has put the customer firmly in the driving seat when it comes to deciding how they want to interact with a business. In his view, developing successful relationships with customers is no longer a question of hitting them with the right marketing messages, but, instead, a case of facilitating mutually beneficial conversations.Gary outlines how Oracle Social CRM will enable his organisation to foster engaged customer communities and provide employees with the tools they need to serve customers effectively. 2.0, blog, blogging, CRM, Customer, EMEA, facebook, myspace, network, networking, Relationship, Social, Web