SOCIAL MEDIA INTEGRATION WITH CUSTOMER PORTAL

Abstract

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’sperformance. In the business world today, technology has changed traditional procedures due to theemergence of the internet and social media channels. 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 andCRM has helped companies improve customer interactions and offers ways of managingand measuring social networking for successful customer engagement. This paper aims toreview various studies touching on the impacts of social media CRM on large Corporationsin the UK. IndexTerms – Social media, customer relationship management (CRM), social customer relationship management (SCRM), social media platforms.