A New Strategy for Customer Engagement: How Do French Firms Use Social CRM?
نویسنده
چکیده
A company is no longer only focused on winning market share or increasing demand, but also on customer relationships, engagement and retention. The idea of improving relationships with customers by using social media is called social customer relationship management (SCRM). The objective of this exploratory research is to define a grid of analysis of a SCRM strategy. To do so, a double analysis was conducted: a qualitative research on CAC 40 French firms and a quantitative survey on customer’s perception of SCRM. Results show that most of the French top companies are not considering SCRM as much as customers (generation Y) want them to.
منابع مشابه
Integrating Social Media and Traditional CRM: Toward a Conceptual Framework for Social CRM Practices
In recent years, marketers have paid lots of attention to a new field called social CRM, created from the combination of social media and traditional customer relationship management (CRM) practices. In the past, traditional CRM practices have mainly focused on the task of valuing individual customers’ profitability through relationship management over time as the proxy of creating the firm’s v...
متن کاملThe Management of CRM Information Systems in Small B2B Service Organisations: A Comparison between French and British Firms
The new communication and information systems have significantly increased the possibilities offered to professional companies for developing and maintaining long-term customer relationships. However, technology alone cannot ensure the success of CRM strategies. The implementation of a customer-centred culture, shared by the entire professional organisation, requires the combination of human re...
متن کاملSocial Customer Relationship Management: State of the Art and Learnings from Current Projects
The Social Web is transforming the relationship between companies and customers. It offers the means to redesign the fundamental structure of customer service systems and to refocus on the relationship aspect of customer relationship management (CRM). Although various examples illustrate how companies may use Social Media in the field of CRM, the necessary IT systems are still open for research...
متن کاملSocial customer relationship management: taking advantage of Web 2.0 and Big Data technologies
The emergence of Web 2.0 and Big Data technologies has allowed a new customer relationship strategy based on interactivity and collaboration called Social Customer Relationship Management (Social CRM) to be created. This enhances customer engagement and satisfaction. The implementation of Social CRM is a complex task that involves different organisational, human and technological aspects. Howev...
متن کاملExecutive Response: CRM is Changing Our Eras, the Information We Require, and Our Processes?
The perspectives brought forth by Professors Good-hue, Wixon, and Watson in their study of business benefits and appropriate targets of CRM highlights the challenges, opportunities, and expectations of CRM implementations. Their insightful description of the 'planned evolutions' alerts readers to essentials and foibles, thereby enabling executives to understand the opportunities and risks of CR...
متن کامل