Social Customer Relationship Management : Maximizing Customer Relationships
Leino, Jarkko (2016)
Leino, Jarkko
Metropolia Ammattikorkeakoulu
2016
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052910623
https://urn.fi/URN:NBN:fi:amk-2016052910623
Tiivistelmä
The Internet and digitalization have changed the buying behaviour of customers and challenged businesses to create new ways to bring value to their customers. Old ways of mass mailing, pushy advertisements and cold calls are vanishing from the scene as they are only disturbing the customers and adding bringing value. The modern customer is intelligent and demanding individual who is making the decisions using lots of information and seeking experiences to fulfil their expectations.
Sales and marketing have been struggling with the change and the strategies of Customer Relationship Management (CRM) have been forced to improve the customer interactions in the business environment. As the CRM traditionally was mainly focused on analogical data, a new channel - Social Media has emerged into the eyes of the sales and marketing teams. The power of Social Media in terms CRM is that customer are openly sharing information about them allowing businesses to personalise and optimise their message accordingly. The Social Media has enabled intelligent sales people to approach the customers in this new platform creating valuable interactions with every engagement.
The whole purpose of this thesis is to find out is it relevant to add Social Customer Relationship (Social CRM) to organisations’ current strategies. The research will be conducted by first studying the literature and then by professional interviews.
The research was able to highlight the benefits of using social channels but it did offer also varieties of different aspects to consider when evaluating the effectiveness of Social CRM. The terminology caused few questions during the research and the main substituent for the term Social CRM seemed to be Social Selling. The general attitude towards the social aspects and changed environment was relatively positive.
Sales and marketing have been struggling with the change and the strategies of Customer Relationship Management (CRM) have been forced to improve the customer interactions in the business environment. As the CRM traditionally was mainly focused on analogical data, a new channel - Social Media has emerged into the eyes of the sales and marketing teams. The power of Social Media in terms CRM is that customer are openly sharing information about them allowing businesses to personalise and optimise their message accordingly. The Social Media has enabled intelligent sales people to approach the customers in this new platform creating valuable interactions with every engagement.
The whole purpose of this thesis is to find out is it relevant to add Social Customer Relationship (Social CRM) to organisations’ current strategies. The research will be conducted by first studying the literature and then by professional interviews.
The research was able to highlight the benefits of using social channels but it did offer also varieties of different aspects to consider when evaluating the effectiveness of Social CRM. The terminology caused few questions during the research and the main substituent for the term Social CRM seemed to be Social Selling. The general attitude towards the social aspects and changed environment was relatively positive.