Crm/Social Media Technology: Impact on Customer Orientation Process and Organizational Sales Performance

The importance of technology in managing relationships with customers has grown significantly, especially with the advent of innovations such as cloud computing and web-based technology. One of the more popular topics in both academic research and business discussions has been the use of Customer Relationship Management (CRM) technology to increase business and sales productivity through the ongoing development of relationships with buyers. A new phenomenon in understanding buyers’ needs and reaching new customers is social media. Organizations are capturing data from tools such as LinkedIn, Facebook and blogs, and attempting to integrate this information into their sales process. In order to extract value from technology, organizations need to build a framework and processes to deliver value to the customer.