Social Customer Relationship Management - Fundamentals, Applications, Technologies

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.

List of contents

Social CRM: Evolution and Building Blocks.- Social CRM: Four Case Studies.- Social CRM: Tools and Functionalities.- Social CRM: Challenges and Perspectives.

About the author

Prof. Dr. Rainer Alt holds the chair for application systems at Leipzig University. He is Editor-in-Chief of "Electronic Markets" and Board Member of the Social CRM Research Center (SCRC) e.V. in Leipzig, Germany.
Olaf Reinhold is a researcher at the chair for application systems at Leipzig University and Board Member of the Social CRM Research Center (SCRC) e.V. in Leipzig, Germany.

Summary

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.

Product details

• Authors: Rainer Alt, Olaf Reinhold
• Publisher: Springer, Berlin
• Languages: English
• Product format: Hardback
• Released: 13.09.2019
• EAN: 9783030233426
• ISBN: 978-3-0-3023342-6
• No. of pages: 115
• Dimensions: 157 mm x 243 mm x 14 mm
• Weight: 315 g
• Illustrations: XV, 115 p.
• Series: Management for Professionals
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, E-Business, E-Commerce, B, Internet marketing, Business and Management, customer relationship management, Electronic Commerce, E-commerce: business aspects, IT in Business, e-Commerce/e-business, e-Commerce and e-Business, e-Business/e-Commerce, Sales & marketing, Information Systems and Communication Service, Management science, Computers, Management information systems, Business mathematics & systems, Business Information Systems, Business applications, Online Marketing/Social Media, Database Management System, Computer networking & communications, Customer relations—Management