CRM 2.0 only for complex sales?

Anthony Lye from Oracle suggests that Web 2.0 features are more useful for complex sales situations rather than the High-Volume, Low-Margin business (like Amazons retail business).

But is this really the case? What about features like customer ratings and reviews for example?
These are Web 2.0 features that are more useful the more people use it (requires to pass the critical mass!).

Of course it is not possible - from a companies perspective - to stay in close contact to millions of customers worldwide in a very personal way. But doesn't that even more cry for a Customer Relationship Model that engages the customers to share their opinion and get into contact with other buyers and users?

I believe that CRM 2.0 could (and will) be used in both scenarios and deliver equal benefits on both sides of the sales spectrum. Of course the features being used will be different, but still they require to change the mind-set of employees and management... and of course a properly developed CRM 2.0 strategy...

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