The Social Web offers a realm of opportunities for the interaction with customers. For the first time many companies have the opportunity to directly and immediately contact consumers or other stakeholders regardless of their position in the value chain. Among the opportunities are: to obtain more comprehensive market insights, to interact in real-time or to incorporate consumers into the service provisioning. Despite these potentials a great uncertainty remains about the existing options to use Social Media for customer relationship management (CRM) purposes and, especially, the required IT systems and the value of such investments. Based on a comprehensive architecture for an integrated Social CRM (SCRM), this research investigates how companies have actually implemented SCRM. Two case studies are examined regarding the contribution of SCRM activities to CRM and the established SCRM infrastructure. The paper concludes with a discussion about observed patterns in SCRM implementations and functional requirements on integrated SCRM systems.
Reinhold, Olaf and Alt, Rainer, "How Companies are Implementing Social Customer Relationship Management: Insights From Two Case Studies" (2013). BLED 2013 Proceedings. 24.