Social CRM Analytics Challenges

Margarida Almeida Marques,Carlos J Costa

doi:10.29333/jisem/6349

Margarida Almeida Marques, Carlos J Costa

Open Access

https://doi.org/10.29333/jisem/6349

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Abstract

Social Customer Relationship Management (Social CRM) is an emerging concept that integrates traditional CRM and social networks, influenced by Web 2.0, to provide benefits for both organizations and customers. This paper aims to give a review of the existing literature on Social CRM, seeking later to develop a solution that helps to understand all the data that flow in a Social CRM system and that can help us to focus on a better strategy.

Highlights

With the increasing evolution of the markets and the consequent stimulation of competition, it can be affirmed that there is currently an appreciation by organizations of relationship marketing
We find out, for example, if the new content available is popular, whether the promotion of the day is driving traffic to our website and we can see the immediate effects of our publications on social networks or blogs
The essential work reported in this article was translated in the literature review on the concept of Social customer relationship management (CRM)

Summary

Introduction

With the increasing evolution of the markets and the consequent stimulation of competition, it can be affirmed that there is currently an appreciation by organizations of relationship marketing. In this way, the management of recognized processes in the business world under the acronym CRM (Customer Relationship Management) becomes increasingly important for the stay and evolution of the effective and profitable organizations in the market. The Social Network allows a new way of communication and interaction between companies and their clients, which changes the existing approach to customer relationship management (CRM) Baird and Parasnis (2013) and Kumar and Reinartz (2012). The traditional Web model is being reversed, it is the client who has the initiative to contact the companies

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