How to Build and Manage Strong Customer Relationships (CRM) with the Help of Social Media
Malik, Shahzaib (2014)
Malik, Shahzaib
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060411812
https://urn.fi/URN:NBN:fi:amk-2014060411812
Tiivistelmä
The purpose of the study was to provide useful information and guidelines for companies about how to apply social media to managing customer relationships in the way which will help to build long-term profitable relationships with clients to increase customer knowledge, customer support, involvement in the company and loyalty to the brand to raise sales and increase the profits of the company.
The first step of the research was to analyze articles and studies of other authors written about the topic, in order to create a sufficient understanding and to reveal the current stage of development. These observations resulted in creation of the theory part of the thesis and determine the actual research questions. The next step was to choose a company which would be interested in the study and help with providing relevant information and data for practical research. The data for empirical research was collected by interviewing the
personnel of Company X, by studying the opinions of the customers and by several small online surveys published on social media websites. Results of surveys conducted by other researchers were also used and summarized in this study. Theoretical information was gathered from books, articles, business magazines and Internet resources.
A conclusion of the research is that social media is a present and future way to get in touch with customers and to manage relationship with them effectively. The findings and conclusions presented are supported firstly by theory and secondly by the three online surveys which were conducted. In the end, few recommendations are provided for companies who use social media for CRM purposes.
The first step of the research was to analyze articles and studies of other authors written about the topic, in order to create a sufficient understanding and to reveal the current stage of development. These observations resulted in creation of the theory part of the thesis and determine the actual research questions. The next step was to choose a company which would be interested in the study and help with providing relevant information and data for practical research. The data for empirical research was collected by interviewing the
personnel of Company X, by studying the opinions of the customers and by several small online surveys published on social media websites. Results of surveys conducted by other researchers were also used and summarized in this study. Theoretical information was gathered from books, articles, business magazines and Internet resources.
A conclusion of the research is that social media is a present and future way to get in touch with customers and to manage relationship with them effectively. The findings and conclusions presented are supported firstly by theory and secondly by the three online surveys which were conducted. In the end, few recommendations are provided for companies who use social media for CRM purposes.