The evolution of Web 2.0 and Web 3.0 technologies has lead to a new way of Customer Relationship Management. Web 2.0 provides communication and collaboration elements that can improve on the one hand the quality of the relationships with customers and, on the other hand, the collaboration among the members of the company. Web 3.0 provides semantic information for the knowledge available, as well as shared vocabularies by means of ontologies. In this chapter the main trends and implications of these technologies are summarized. Taking into account the characteristics of social and semantic technologies, a new architecture is proposed in order to facilitate the communication among customers and sales experts. Furthermore a framework for automating sales processes based in the collaborative knowledge representation collected by the experts and, if required, the customers is presented. The proposed framework goes beyond a single recommender system or a social tool. Its aim is to cover the issues related to the necessity of integrate the customer in the overall sales process, exploiting the mentioned advantages of these new Web technologies.
