Social Customer Relationship Management
The application of CRM provides insights into customer life-cycle management, customer lifetime value, and measuring customer profitability. Understanding how a brand is perceived internally and externally is critical to building and managing a strong brand consumer relationship (CRM). CRM focuses on using current data to enhance relationships with customers, gathering data for future marketing endeavors, and providing strategic guidance to the organization. Refer to this summary of social customer relationship management and compare it to the models discussed in the resource above. Track the nine stages of the Social Customer Relationship Management (Social CRM) model. Identify in each stage which brand strategy best aligns to enhance customer engagement and satisfaction.
Abstract
The emergence of Web 2.0 and Big Data technologies has allowed a new customer relationship strategy based on interactivity and collaboration called Social Customer Relationship Management (Social CRM) to be created. This enhances customer engagement and satisfaction. The implementation of Social CRM is a complex task that involves different organisational, human and technological aspects. However, there is a lack of methodologies to assist companies in these processes. This paper shows a novel methodology that helps companies to implement Social CRM, taking into account different aspects such as social customer strategy, the Social CRM performance measurement system, the Social CRM business processes, or the Social CRM computer system. The methodology was applied to one company in order to validate and refine it.
Source: Sergio Orenga-Roglá and Ricardo Chalmeta, https://springerplus.springeropen.com/articles/10.1186/s40064-016-3128-y
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