Enhancing Customer Relationships Through Social Media by Transitioning from Traditional to Social CRM

Geetha and C.J.

International Journal of Economics & Business Administration (IJEBA), 2024, vol. XII, issue 3, 112-120

Abstract: Purpose: In today's technology-driven landscape, social media has become essential for organizations aiming to stay competitive. It serves as a powerful tool for managing customer relationships and maintaining close connections with clients. This paper explores the impact of social media on the evolution of customer relationship management (CRM), focusing on the importance of social networks and their increasing prominence. Adapting to this growing trend of social media integration is crucial for organizations seeking to thrive in the modern market. Design/Methodology/Approach: The integration of social media into marketing strategies is highlighted as a key component in enhancing CRM practices. With CRM centered around prioritizing the customer, marketing efforts are increasingly tailored to this focus. Through case studies and survey data, the paper investigates the shift from traditional CRM to social CRM. Findings: Despite its emergence as a relatively new field, there is significant interest in how CRM can evolve alongside social media. The research underscores various ways in which companies can leverage social media to boost sales, profitability, advertising efforts, customer acquisition, retention, and loyalty. Practical Implications: Adapting to this growing trend of social media integration is crucial for organizations seeking to thrive in the modern market. Originality/Value:

Keywords: Social media; Customer Relationship Management (CRM); Social CRM; marketing strategy; customer retention. (search for similar items in EconPapers)
JEL-codes: D83 L21 L86 M31 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijebaa:v:xii:y:2024:i:3:p:112-120

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