Social Customer Relationship Management: Proposal for SCRM for an IT Services Company
Das, Malay (2012)
Das, Malay
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012052810373
https://urn.fi/URN:NBN:fi:amk-2012052810373
Tiivistelmä
This research paper explores the advances in the area of Social Customer Relationship Management (SCRM) and selectively applies the best practices to the case company, an IT services company based in Finland. An IT services company, being B2B by nature, has its unique needs and constraints as far as CRM is concerned and distinctly different require-ments when Social aspects are involved. The paper attempts to propose a workable oper-ating model to the case company, which already has a CRM system and associated pro-cesses and who have implemented Social Media in their CRM processes only marginally.
Case study research method has been followed in this research. In this study, the best practices for implementing social CRM are analyzed, which is then narrowed down to suit the needs of a B2B company operating in the technology domain. A recommendation pro-posal for Social CRM is presented to the case company, which is refined after getting the feedback from one of the senior executives of the company who is primarily in charge of marketing and sales for high-value B2B customers.
The outcome of this research is an improvement proposal for existing CRM process and system in the case company by adopting Social CRM. The proposal includes guidelines for a Social CRM strategy as well as tools and steps for executing that strategy. The guidelines range from very fundamental changes in attitude within the company in dealing with cus-tomers to detailed action plan in implementing the proposed Social CRM program. Though the research has been carried out with the case company in mind, the findings in this re-search are applicable to any B2B company in the same or similar industry.
Case study research method has been followed in this research. In this study, the best practices for implementing social CRM are analyzed, which is then narrowed down to suit the needs of a B2B company operating in the technology domain. A recommendation pro-posal for Social CRM is presented to the case company, which is refined after getting the feedback from one of the senior executives of the company who is primarily in charge of marketing and sales for high-value B2B customers.
The outcome of this research is an improvement proposal for existing CRM process and system in the case company by adopting Social CRM. The proposal includes guidelines for a Social CRM strategy as well as tools and steps for executing that strategy. The guidelines range from very fundamental changes in attitude within the company in dealing with cus-tomers to detailed action plan in implementing the proposed Social CRM program. Though the research has been carried out with the case company in mind, the findings in this re-search are applicable to any B2B company in the same or similar industry.