Social Customer Relationship Management

Fundamentals, Applications, Technologies

verfasst von: Prof. Dr. Rainer Alt, Olaf Reinhold

Verlag: Springer International Publishing

Buchreihe : Management for Professionals

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it.
In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.

Inhaltsverzeichnis

Frontmatter

1. Social CRM: Evolution and Building Blocks

Abstract

Social CRM means applying social media technologies in the field of customer relationship management (CRM). This introductory chapter shows how the social web has emerged as a third major technological innovation on the internet. It presents an overview on key terminology around social media and CRM as well as a framework to structure the domain of Social CRM. The framework comprises five main elements, which are used to discuss the case examples in Chaps. 2 and 3 as well as the main design areas in Chap. 4.

Rainer Alt, Olaf Reinhold

2. Social CRM: Four Case Studies

Abstract

Based on four cases from various industries, this chapter illustrates how companies apply Social CRM. The cases provide insights into the broad spectrum in which social media may benefit customer relationship management (CRM) processes. The cases show different levels of maturity for integrating social media and CRM and may be regarded as examples that are transferrable to other industries as well.

Rainer Alt, Olaf Reinhold

3. Social CRM: Tools and Functionalities

Abstract

This chapter consists of two main areas. On the one hand it describes four examples for diverse application systems that cover various key functionalities within Social CRM. On the other hand the five elements of Social CRM are shown with the main functionalities and examples from different systems.

Rainer Alt, Olaf Reinhold

4. Social CRM: Challenges and Perspectives

Abstract

Social media have a variety of use cases in CRM and Social CRM solutions vary considerably in scope and complexity. This chapter discusses four critical aspects for the implementation of Social CRM. First, businesses need to define their individual strategy towards Social CRM based on four generic options. Second, the organizational and the technological degree of integration indicates the sophistication of a chosen Social CRM approach. Third, the analytic technologies offer various degrees of automation with techniques of the semantic web requiring increasing investments in Social CRM. Fourth, regulations concerning privacy, copyright and competition aspects need to be taken into account.

Rainer Alt, Olaf Reinhold

5. Learnings for an Integrated Social CRM

Abstract

This chapter presents the key learnings from this book in an integrated framework. Social CRM should not be conceived as a technological undertaking or as a simple presence on social media platforms. It leverages the power of social media for fostering relationships with consumers, including potential and existing customers, along the whole customer life cycle. Thus, it has implications on a company’s strategy, organization and systems, which implementation and integration projects need to address.

Rainer Alt, Olaf Reinhold

Backmatter

Titel: Social Customer Relationship Management
verfasst von: Prof. Dr. Rainer Alt
Olaf Reinhold
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-23343-3
Print ISBN: 978-3-030-23342-6
DOI: https://doi.org/10.1007/978-3-030-23343-3