Social customer relationship management : fundamentals, applications, technologies / Rainer Alt, Olaf Reinhold.
By: Alt, Rainer [author.].
Contributor(s): Reinhold, Olaf [author.].
Material type:
BookSeries: Management for professionals.Copyright date: Cham : Springer, ©2020Description: 1 online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783030233433 (electronic bk.); 9783030233426.Call No.:
HF5415.5
.A48 2020
Subject(s): Customer relations -- Management | Social media -- Economic aspectsOnline resources: Electronic Resources Includes bibliographical references and index.
Social CRM: Evolution and Building Blocks -- Social CRM: Four Case Studies -- Social CRM: Tools and Functionalities -- Social CRM: Challenges and Perspectives.
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.
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