Social Customer Relationship Management

Authors

  • Konstantinos Paliouras Alexander Technological Institute of Thessaloniki, Department of Informatics, P.O. Box 141, GR-57400 Sindos, Greece
  • Kerstin V. Siakas Alexander Technological Institute of Thessaloniki, Department of Informatics, P.O. Box 141, GR-57400 Sindos, Greece

DOI:

https://doi.org/10.37335/ijek.v5i1.50

Keywords:

CRM, Social CRM, e-CRM, Social Networking, Social Media Marketing

Abstract

Social Customer Relationships Management (CRM) is a current business trend providing new channels of two-way communication with customers through social media sites, such as Facebook, Twitter etc. Social CRM enables companies to interact in an easy and contemporary way directly with customers as well as to track customer interactions and their social influence. In this paper we examine the importance of CRM, e-CRM and Social CRM for businesses. We provide perspectives on objectives and types of CRM, the working cycle of CRM, the stages of a CRM Strategy and technology tools that are used in CRM. Social CRM is in particularly analyzed, since this new trend requires active engagement by customers and other stakeholders. The engagement process is essential to successful Social CRM and to successful social business practices. Finally, we describe experiences from three family businesses that introduced Social CRM as a result of a project carried out as an assignment in the ‘Social Media Networking’ module of the MSc course in ‘Web Intelligence’ at the Department of Informatics of Alexander Technological Educational Institute of Thessaloniki. The assignment of the groups was to create a Social CRM Strategy in collaboration with a company. This study is a follow-up of the outcome of the projects carried out in the autumn semester 2014 and 2015. The results show that all three companies consider that Social CRM is an excellent tool for obtaining real time valuable data about customers and a cheap way to reach them.

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Published

2017-06-30

How to Cite

Paliouras, K. ., & Siakas, K. V. (2017). Social Customer Relationship Management. International Journal of Entrepreneurial Knowledge, 5(1). https://doi.org/10.37335/ijek.v5i1.50

Issue

Vol. 5 No. 1 (2017): International Journal of Entrepreneurial Knowledge

Section

Case studies

License

International Journal of Entrepreneurial Knowledge (ISSN 2336-2960) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • University College of Business in Prague, Czech Republic
  • University of Entrepreneurship and Law, Prague, Czech Republic
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
IJEK is an Open Access journal and does not charge readers or their institutions for access. 
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