Well it is truly happening, the enterprise cloud and the social cloud have become one. The recent announcement of salesforce.com and Toyota combining Chatter and the direct communication with a Toyota car and its owner, has again, changed everything.
The cloud is now a proven platform to link manufactures with their customers in real time. Customer service improvements will certainly expand geometrically.
So why not embrace the cloud now for all your enterprise needs. The cloud is absolutely not just for CRM or search and buy, but full fledge customer service and operational endeavors.
Manufacture in the cloud, distribute in the cloud, service in the cloud, market in the cloud. There is nothing that can not be done in the cloud.