Social Business Transformation: Why?

CapGemini is a company positioning itself as a social business expert. Recently they published a whitepaper about social business: 'Social Business Transformation. How customers change your enterprise DNA'. It was written by Rick Mans and Joel van Gogh.

The whitepaper is an interesting read. However, I left me with one big question. Why? In the management summary and in chapter 1 I read lots of things I agree with. But I think people will ask 'why?' after reading the paper. Why is this transformation to social business necessary? Why are customers interacting in different ways with businesses? Why are their expectations changing? Is social really a "new" way of interacting? And why is the decision process changing? Is it really?

I think this report would have been better if these answers were answered. I understand this first chapter, as the whole whitepaper, have to be "brief" as it says. But I'm also convinced the underlying concepts of social business (and social media) have to be understood to successfully communicate to businesses why transformation is necessary. Or, even better, becoming who they actually are.