Social Customer Relationship Management

Fundamentals, Applications, Technologies
1. Auflage 2020
ISBN: 978-3-030-23345-7
Verlag: Springer International Publishing

Buch, Englisch, 115 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 213 g

Reihe: Management for Professionals

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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Reinhold, Olaf

Alt, Rainer

Fachgebiete

• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management

Inhaltsverzeichnis

Social CRM: Evolution and Building Blocks.- Social CRM: Four Case Studies.- Social CRM: Tools and Functionalities.- Social CRM: Challenges and Perspectives.

Über Autor(innen)

Prof. Dr. Rainer Alt holds the chair for application systems at Leipzig University. He is Editor-in-Chief of "Electronic Markets" and Board Member of the Social CRM Research Center (SCRC) e.V. in Leipzig, Germany.
Olaf Reinhold is a researcher at the chair for application systems at Leipzig University and Board Member of the Social CRM Research Center (SCRC) e.V. in Leipzig, Germany.