A Review of the Impact of Social Media in Customer Relationship Management of Large Corporations in the UK

Abstract

Customer relationship management, abbreviated as CRM, is a concept used in marketing that focuses on the customers needs and satisfaction to improve the company's performance. CRM puts the customer at the center of the company's operations, and all the information related to them is considered in making the company's important decisions. In the business world today, technology has changed traditional procedures due to the emergence of the internet and social media channels. Social media has changed everything from lifestyle to business operations. In this context, large and small business organizations are adjusting to the changes by adopting social media in their marketing strategies. It is clear that customers are the only source of current and future profits for the company thus, developing systems that are customer-centered is the new norm in the business world. Traditional CRM uses internal strategies that help understand customer needs, while Social CRM uses social media platforms to manage their customers. Integrating social media and CRM has helped companies improve customer interactions and offers ways of managing and measuring social networking for successful customer engagement. This paper aims to review various studies touching on the impacts of social media CRM on large Corporations in the UK.