What role does technology play in CRM? Is CRM mostly about technology or mostly about relationships?

Read the Chapter 8 End of Chapter Case: “CRM 2.0” found on page 316. Please answer Discussion Questions 8-47, 8-48 and 8-49 as follows.

1. 8-47. What role does technology play in CRM? Is CRM mostly about technology or mostly about relationships?
2. 8-48. What types of communication (e.g., e-mail, texting, Facebook) methods would you want to have with a company you do business with? Explain.
4. 8-49. If you were the chief executive officer of a Fortune 500 company, would you be comfortable using social media sites like Facebook or Twitter as part of your CRM strategy? Why or why not?

As this is a graduate-level course, I will be looking for evidence of critical thinking in your answers. For example, rather than simply answering a question with an opinion that provides no evidence of support, I will be looking for the incorporation of related concepts from the textbook and possibly additional sources including your own work experiences, to support your answer. Please feel free to update the case information with more current information (with sources) as appropriate.

Note: you should have at least 2 external references (not the text) cited in your paper.

Please use Information Systems Today: Managing In the Digital World Seventh Edition for reference