Signifies the integration of customer relationship management (CRM) software with social media channels. Social CRM extends traditional CRM practices by incorporating social media insights and interactions into the customer relationship framework. It involves leveraging data from social platforms to enhance customer understanding, engagement, and satisfaction. By intertwining CRM and social media, organizations can glean valuable information, foster more meaningful connections, and adapt their customer strategies to the dynamics of the digital social landscape. Social CRM represents an evolved approach to customer relationship management in the era of pervasive online interactions.
Published in Chapter:
Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review
Mariana Carapêto Tavares (Coimbra Business School, Polytechnic Institute of Coimbra, Portugal), Inês de Jesus Anastácio (Coimbra Business School, Polytechnic Institute of Coimbra, Portugal),
Alexandra Leandro (CEOS.PP Coimbra, Polytechnic Institute of Coimbra, Portugal),
Lara Mendes Bacalhau (CEOS.PP Coimbra, Polytechnic Institute of Coimbra, Coimbra, Portugal), and
Bruno Barbosa Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
Copyright: © 2024
|Pages: 15
DOI: 10.4018/979-8-3693-2165-2.ch010
Abstract
In an increasingly digital and competitive world, CRM, Social CRM, AI and Big Data have become true allies for organizations that want to stand out. These technologies not only make it possible to better understand and anticipate customer behaviour and needs, but also enable personalization, enhancing interaction and the relationship with the consumer in a unique way. In addition, large-scale data collection, storage, processing, and analysis provide powerful insights, enabling organizations to make more informed and assertive decisions. Understanding the data collected, coupled with a customer-centric approach, can lead to competitive advantage and improved performance. In this way, business performance success is addressed. Having as relevant factors: boosting the relationship with customers, strengthening the organization's position in the market, and achieving better results. CRM enhances the capability to earn customers loyalty, maximizing the potential of business. CRM can be the key-element to building lasting relationships with customers and the success of the organization.