دانلود رایگان مقاله مدیریت روابط مشتری در رسانه اجتماعی

عنوان فارسی
مدیریت روابط مشتری در رسانه اجتماعی : معرفی خانه CRM اجتماعی
عنوان انگلیسی
Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
11
سال انتشار
2013
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
کد محصول
E2420
رشته های مرتبط با این مقاله
مدیریت و علوم اقتصادی
گرایش های مرتبط با این مقاله
مدیریت کسب و کار و بازاریابی
مجله
مجله بازاریابی تعاملی - Journal of Interactive Marketing
دانشگاه
دانشگاه نورث وسترن، اوانستون، امریکا
کلمات کلیدی
مدیریت ارتباط با مشتری، رسانه های اجتماعی، نامزدی، فناوری اطلاعات، بینش مشتری، کارمندان، شاخص های کلیدی عملکرد
۰.۰ (بدون امتیاز)
امتیاز دهید
چکیده

Abstract


CRM has traditionally referred to a company managing relationships with customers. The rise of social media, which has connected and empowered customers, challenges this fundamental raison d'etre. This paper examines how CRM needs to adapt to the rise of social media. The convergence of social media and CRM creates pitfalls and opportunities, which are explored. We organize this discussion around the new “social CRM house,” and discuss how social media engagement affects the house's core areas (i.e., acquisition, retention, and termination) and supporting business areas (i.e., people, IT, performance evaluation, metrics and overall marketing strategy). Pitfalls discussed include the organization's lack of control over message diffusion, big and unstructured data sets, privacy, data security, the shortage of qualified manpower, measuring the ROI of social media marketing initiatives, strategies for managing employees, integrating customer touch points, and content marketing

نتیجه گیری

Conclusions


The premise of CRM is that the firm could, and should, manage relationships with its customers to maximize lifetime value, an objective that benefits only the firm. Social media and other new technologies have empowered consumers. Technologies have also enabled consumers to filter out advertising and CRM messages, compare prices with competitors from anywhere with mobile devices, and distribute positive or negative brand messages to a global audience. CRM must evolve if it is to survive in this marketplace, by producing contact points that engage the consumer and provide value to both the company and consumer. Despite our focus on the various challenges associated with social CRM, we are by no means naysayers with regard to the use of social media in CRM strategies. Rather, we believe that by fully recognizing these challenges, companies and researchers will be better able to address them.


بدون دیدگاه