Social Customer Relationship Management | Social CRM

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

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		2 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

		2 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

		1 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

		1 Makini 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

		2 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

		1 cecil 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

		1 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

		1 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

		1 Jemi 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

		1 Nisha 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