The Economist Intelligence Unit has a very interesting report on the use of Web 2.0 tools inside companies (“Web 2.0 goes corporate”). The conclusion is that almost everybody believes these technologies have a potential to increase revenues. In fact, ROI is what is stopping these tools from boosting.

Right now, Web 2.0 means this for companies:
1. Product marketing and development: by creating online communities, be it through Facebook or a blog.
2. Share knowledge inside the organization: by opening blogs and wikis.

What is coming:
1. CRM: interaction with customers will be done only with Web 2.0 tools.
2. Intranet: interaction among employees will be done only with Web 2.0 tools.

Why is this coming:
– It helps acquiring customers, through new marketing tools and techniques.
– It is cheaper when applied to customer support. Customers could help each other.
– It reduces advertising and PR costs. The CEO’s blog is so cheap!
– It reduces innovation costs. Getting advice from your customers is cheaper than hiring doctors.