Social Customer Relationship Management | Social CRM

Customer Relationship Management
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Best Practices
Anneke Zwart
Student (University), Netherlands

Social Customer Relationship Management | Social CRM

Because of the increasing popularity of social media technologies, Customer Relationship Management now gives way to a broader perspective that acknowledges the new capabilities that are a result of social and technological shifts caused by social media applications. CRM systems are now merging with social media to find new ways to build stronger relationship with customers. A new term has arisen as a result: Social CRM.
Social CRM can be defined as the integration of customer relationship management activities with upcoming social media technologies with the aim of drawing customers into collective conversations and of improving the relationships with them.
Social CRM capabilities refers to firms’ competency to create, integrate and react to information attained from customer interactions through social media applications.

Trainor, Andzulis, Rapp and Agnihotri (2014) describe four ways in which companies can actually use social media applications and increase their social CRM capabilities:
1. Sharing: this refers to the technologies that support the ways in which customers can exchange and share digital information. Examples are video’s, images and “pins” on Pinterest.
2. Conversations: this refers to technologies that ease interactions between firms and customers and capture relevant information from those interactions. Examples are blogs, discussion forums, Facebook and Twitter.
3. Relationships: this represents technologies that facilitate the generation of networks of associations with other social media users and permits companies to use the information about these networks. Linkedin, Facebook and Yammer are examples.
4. Groups: this refers to the technologies that enable the creation of online communities concentrated on specific interests, brands or goods. Ideaforce and Igloo’s Customer Community are examples.

Source: Trainor, K.J., Andzulis, J., Rapp, A. and R. Agnihotri (2014) “Social Media Technology Usage and Customer Relationship Performance: A Capabilities-based Examination of Social CRM” Journal of Business Research Vol. 67 Iss. 6 pp. 1201-1208


Emmanuel Mwirichia
Manager, Kenya

SCRM Makes Companies Accessible

A lot of forward-thinking companies in Kenya use social media to increase interaction with clients. ... Sign up

Joe Stasio
Business School Marketer, United States

POST Model for Social Strategy

Social CRM only makes sense as part of an organization's overall social strategy. Li's POST acronym ... Sign up

Hamad Al Sadd Al Ali
Student (MBA), United Arab Emirates

SCRM Requires Staffing

Good Morning, technologies mentioned or unmentioned are a great source of saving time and efforts fo... Sign up

Business Consultant

Social Media Effects on Customer Relations Management

@Hamad Al Sadd Al Ali: Social media has taken SCRM campaign to the rightful place where it is needed... Sign up

Derrick Allen
Student (MBA), France

Social CRM Requires Good Internal Communication and Operations Environment

Customer Relationship Management starts within the organisation itself. When an organisation aligns ... Sign up

Student (University), Zimbabwe

Social CRM from a Competitive Point of View

Social CRM is exciting but in developing countries where information is still scarce, this can be ta... Sign up

Emmanuel Mwirichia
Manager, Kenya

Competitive Advantage, not Competitive Information

@Cecil: I think you are mistaken cecil. I think people come back to the organisations that are truly... Sign up

Musiyandaka Donna
Student (University), Zimbabwe

Social CRM is Even Better for SMEs in Developing Economies

The bulk of recovering economies are relying on the growth of SMEs. SCRM offers a cheaper form of ad... Sign up

Strategy Consultant, Nigeria

More Usages of Social CRM

The use of SCRM on an appropriate platform also enables you to direct your potential audience toward... Sign up

Analyst, India

Growing Importance of CRM Due to Apps

Now-a-days smart phones, tablets and mobile apps are forcing change in the world of CRM even faster ... Sign up


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