Social CRM: Evolution and Building Blocks

Rainer Alt () and Olaf Reinhold ()
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Rainer Alt: Social CRM Research Center
Olaf Reinhold: Social CRM Research Center

Chapter 1 in Social Customer Relationship Management, 2020, pp 1-19 from Springer

Abstract: 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 .

Date: 2020
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DOI: 10.1007/978-3-030-23343-3_1

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