Int. J. of Electronic Customer Relationship Management   »   2011 Vol.5, No.1

 

 

Title: Web 2.0 in the CRM domain: defining social CRM

 

Author: Robbert Faase, Remko Helms, Marco Spruit

 

Addresses:
Buys Ballot Laboratory, Department of Information and Computing Sciences, Utrecht University, Princetonplein 5, De Uithof, 3584 CC Utrecht, The Netherlands.
Buys Ballot Laboratory, Department of Information and Computing Sciences, Utrecht University, Princetonplein 5, De Uithof, 3584 CC Utrecht, The Netherlands.
Buys Ballot Laboratory, Department of Information and Computing Sciences, Utrecht University, Princetonplein 5, De Uithof, 3584 CC Utrecht, The Netherlands

 

Abstract: Businesses are becoming more customer-centric and see a need to address customers more individually. An opportunity is identified in Web 2.0 technologies. Both CRM and Web 2.0 have been researched broadly in the past years, but not their potentially successful combination, which we call 'social CRM'. It is a CRM strategy which encourages customer collaboration and involvement. Based on empirical research we found that Web 2.0 services add value in every domain of the CRM environment, depending on the type of service at hand. Most value is added in the marketing domain of CRM. Social networks, blogs, and multimedia sharing add most value across all domains. This research defines social CRM and presents a new model that depicts the fundamental aspects of social CRM in four layers. We conclude with suggestions for further research in this emerging research domain.

 

Keywords: social CRM; Web 2.0; customer relationship management; social media; collaboration; customer engagement; marketing; social networks; blogs; multimedia sharing.

 

DOI: 10.1504/IJECRM.2011.039797

 

Int. J. of Electronic Customer Relationship Management, 2011 Vol.5, No.1, pp.1 - 22

 

Available online: 20 Apr 2011

 

 

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