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.

Sommario

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

Info autore

Prof. Dr. Rainer Alt ist Professor für Wirtschaftsinformatik an der Universität Leipzig und Autor zahlreicher Publikationen im Fintech-Bereich.

Dr. Stefan Huch ist Senior Director bei Capgemini Invent und vertritt die Professur Digitalisierung von Unternehmensprozessen an der Hochschule Merseburg.

Riassunto

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.

Dettagli sul prodotto

• Autori: Rainer Alt, Olaf Reinhold
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 13.09.2019
• EAN: 9783030233426
• ISBN: 978-3-0-3023342-6
• Pagine: 115
• Dimensioni: 157 mm x 243 mm x 14 mm
• Peso: 315 g
• Illustrazioni: XV, 115 p.
• Serie: Management for Professionals
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, 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