1to1 experts Peppers and Rogers share their thoughts on what they see as important where social media and CRM will intersect in 2008.

Listen to the podcast. This is how they see the trends from 2007

Martha Rogers: We are seeing a continued rise in the amount of influence customers have over each other. What a total stranger posts on a Web site -- reviewing a book, evaluating a product, or rating a hotel room -- actually has more influence than all the advertising that a company could ever create. In addition to that, we also see a huge rise in the influence of employees over customers and vice versa, not through official channels, but on Web sites and blogs.

More and more we're going to see how important it is for companies to build strong and trusting relationships with their employees, to know that those employees are building strong and trusting relationships with customers, who have such huge influence over each other.

Don Peppers: I think the trend toward consumer self-help is also very important. Consumers are taking charge of their own service, facilitated not just by the manufacturer but by Web 2.0 technologies and by other customers. I think that it's a very big trend that marketing and customer service professionals can't ignore.