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Erschienen in:
Governmental IT – Challenges in a Federal State Setup and Possible Solutions Kapitel lesen Erstes Kapitel lesen

2017 | OriginalPaper | Buchkapitel

Social CRM: Biggest Challenges to Make it Work in the Real World

verfasst von : Fábio Lobato, Márcia Pinheiro, Antonio Jacob Jr., Olaf Reinhold, Ádamo Santana

Erschienen in: Business Information Systems Workshops

Verlag: Springer International Publishing

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Abstract

The ways of communication and social interactions are changing and web users are becoming increasingly engaged with Online Social Networks (OSN). This fact has significantly impact in the relationship mechanisms between companies and customers. Thus, a new approach to perform Customer Relationship Management (CRM) is arising, the Social CRM (SCRM). Aiming to identify state of art, a literature review was conducted to demonstrate the current state of knowledge about the topic. In addition, expert interviews and events organized by researchers involved in this project, helped in challenges validation. As main contributions, it is possible to highlight: (i) identification, categorization and discussion of SCRM most prominent challenges; and (ii) construction of a SCRM service portfolio; (iii) estimation of the distance between state of art and state of practice. Therefore, the results obtained point out a number of future research directions, demonstrating that Social Customer Relationship Management is an emerging and promising research topic.

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Vorheriges Kapitel Social Media and Analytics for Competitive Performance: A Conceptual Research Framework
Nächstes Kapitel Emotions in Online Reviews to Better Understand Customers’ Brand Perception
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Metadaten
Titel
Social CRM: Biggest Challenges to Make it Work in the Real World
verfasst von
Fábio Lobato
Márcia Pinheiro
Antonio Jacob Jr.
Olaf Reinhold
Ádamo Santana
Copyright-Jahr
2017
Buch
Business Information Systems Workshops

Print ISBN: 978-3-319-52463-4

Electronic ISBN: 978-3-319-52464-1

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-52464-1_20

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