Social Customer Relationship Management: Fundamentals, Applications, Technologies

Description

Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it. In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects. 1 Social CRM: Evolution and Building Blocks 1.1 Social Web as Third Stage of the Internet Evolution 1.2 Characteristics of the Social Web 1.3 Social Big Data 1.4 Key Terminology 1.5 Elements of Social CRM 2 Social CRM: Four Case Studies 2.1 Cyberport 2.2 Dell 2.3 Spreadshirt 2.4 Deutsche Telekom 2.5 Case Comparison 3 Social CRM: Tools and Functionalities 3.1 Examples of Social CRM Application Systems 3.2 Core Functionalities of Social CRM Systems 4 Social CRM: Challenges and Perspectives 4.1 Strategies for Social CRM 4.2 Organizational and Technological Integration 4.3 Automatic Data Acquisition and Data Quality 4.4 Privacy Protection, Personal Data and Data Ownership 5 Learnings for an Integrated Social CRM Appendix Index