Social Customer Relationship Management

Amy Van Looy
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Amy Van Looy: Ghent University

Chapter 5 in Social Media Management, 2022, pp 97-123 from Springer

Abstract: Abstract This chapter gives the reader a broader perspective on social media by discussing social customer relationship management (social CRM). Social CRM is the best example of a multidisciplinary social media approach, as it involves almost all departments in the organization. Instead of only contacting people with sales offers, the aim of social CRM is to build strong relationships with Internet users by giving them a positive experience of the organization’s brand, products, and services. Ultimately, social CRM tries to turn an organization’s social media connections into loyal customers and particularly brand advocates who influence others to like the organization (and only indirectly to buy the organization’s products and services). This chapter discusses the use of social CRM and how it can generate business value. As a continuation of the previous chapters, some more advanced monitoring tools are presented for organizations to monitor and evaluate social media actions.

Keywords: Social customer relationship management (social CRM); CRM 2.0; Enterprise 2.0; Social business; Collaborative business; Social media monitoring; Social customer-centric management; Social customer experience management; Social fan relationship management; Social community relationship management; Social CRM ecosystem; Helpdesk; Contact center; Support group; Loyalty; Hackathon (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-99094-7_5

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DOI: 10.1007/978-3-030-99094-7_5

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