The Role of Individual Behavior and Social Influence in Customer Relation Management

One of the crucial trends in business is to offer one-to-one personalized services. In this context, companies try to build customer relationship management systems based on the customer social relations and behavioral patterns. The key issue is predicting to which products or services a particular customer is likely to respond. Additionally, identifying peer-to-peer influence on social network sites is critical to a social media marketing strategies. That is why companies have to learn to understand their customer in the broader social context in order to build successful Customer Relationship Management (CRM) systems, which are described in this chapter. In those systems, the individual customer behavior patterns can be used to build an analytical customer profile. Based on the profile, a company might target a customer with a personalized message. In this chapter, the authors use four research studies in order to extensively present this issue.