Analytics and Performance Measurement Frameworks for Social Customer Relationship Management

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Author(s): Anteneh Ayanso (Brock University, Canada)and Derek Visser (Brock University, Canada)
Copyright: 2014
Pages: 28
Source title: Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-6114-1.ch028

Keywords: Digital Communications / Digital Media / Information Science Reference / Media & Communications

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Abstract

This chapter provides an overview of the analytics and performance measurement frameworks for social customer relationship management (SCRM). Based on a review of academic research and industry practices, the chapter discusses the limitations of traditional CRM, and the technology and analytical capabilities that support SCRM. The chapter also provides a review of existing measurement frameworks for SCRM strategies and outlines the various metrics that have been proposed and/or are currently in use as part of SCRM systems. Furthermore, in view of the opportunities and challenges of big data and the social media environment, the chapter highlights current business practices as well technology and analytics trends that facilitate the implementation and maintenance of SCRM systems.

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Analytics and Performance Measurement Frameworks for Social Customer Relationship Management

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