Social CRM Analytics: Gaining Customer Insights for Designing Social CRM Strategies

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Author(s): Prerna Lal (International Management Institute, India)
Copyright: 2015
Pages: 20
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Social CRM entails the premise of customer relationship management channelizing the latent power and potential of social media platforms to enhance customer engagement. Social CRM encompasses a community-based environment in which the control and rules of engagement in the relationship with organizations has shifted from the unidirectional ways of traditional CRM directly to the customer who has the power to influence others in his social network. Marketers are expending efforts and devising new strategies to understand the field of social media and networks to demystify and understand consumer behaviors, patterns of engagement and attitudes and then harness the gained insights for business value. Analytics can help marketers in analyzing social CRM data to identify the most valuable insights from conversations driven by peer groups, industry professionals, prospects, customers and competitors. The objective of this chapter is to explore the opportunities analytics provides to organizations in terms of converting social CRM data into useful insights for designing CRM strategies.

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Social CRM Analytics: Gaining Customer Insights for Designing Social CRM Strategies

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