“Social CRM”的意思、由来-开放百科全书

Social CRM (customer relationship management) is use of social media services, techniques and technology to enable organizations to engage with their customers.^[1]{{Better source|reason=many references of commercial websites, no academic.|date=September 2017}}

Social CRM is a business philosophy that expands the borders of traditional customer relationship management beyond information, process, and technology to people, conversations, and relationships. ^[2]

Greenberg (2009, p. 34) defines SCRM as: 'A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s programmatic response to the customer’s control of the conversation'.^[3]

In essence, SCRM is the fusion of social media and customer relationship management. It combines the conceptual elements of social media and CRM: social networks, communication technology, communities, strategy, customer value, and relationships.^[4]

Applications

Social CRM has applications in marketing, customer service and sales, including:

Traditional CRM

Traditional customer relationship management focuses on collecting and managing static customer data, such as past purchase information, contact history and customer demographics. This information is often sourced from email and phone interactions, commonly limited to direct interactions between the company and the customer.

Social CRM adds a deeper layer of information onto traditional CRM by adding data derived from social networks like Facebook, Twitter, LinkedIn or any other social network where a user publicly shares information. The key benefit of social CRM is the ability for companies to interact with customers in a multichannel retailing environment (commonly referred to as omnichannel) and talk to customers the way they talk to each other.^[6] Social CRM enables companies to track a customer's social influence and source data from conversations occurring outside of formal, direct communication. Social CRM also allows companies to keep a full audit history of all customer interactions, regardless of social channel they choose to use, available to all customer care employees.^[7]

Social CRM metrics in applications

See also

References

1. ^{{cite web|url=http://www.conversocial.com/social-crm |title=Why integrating social data is essential for a single view of your customers |date=2015-07-01 |accessdate=2015-07-01}}
2. ^Social CRM : Definition provided by Jas Dhillon, Chief Social Technology Officer, Ipsos. [https://www.howtolearnblog.com/2019/03/defining-social-crm.html "Defining Social CRM | Importance in Industries"]
3. ^{{Cite book|title=CRM at the speed of light: Social CRM strategies, tools and techniques|last=Greenberg|first=Paul|publisher=McGraw-Hill|year=2009|isbn=|location=New York, USA|pages=}}
4. ^{{Cite journal|last=Swarts|first=Kevin M.|last2=Lehman|first2=Kim|last3=Lewis|first3=Gemma K.|date=2016-01-27|title=The use of social customer relationship management by building contractors: evidence from Tasmania|journal=Construction Management and Economics|volume=34|issue=4–5|pages=302–316|doi=10.1080/01446193.2015.1133919|issn=0144-6193}}
5. ^{{cite web|url=http://www.conversocial.com/social-customer-service/introduction |title=The Definitive Guide to Social Customer Service}}
6. ^{{cite web|url=http://www.brandembassy.com/social-crm-tools |title= Social CRM Brand Embassy}}
7. ^{{cite web|url=http://www.sentimentmetrics.com/features/social-crm.html |title= Sentiment Social CRM}}
8. ^¹²³Castronovo, C. and Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness, 6(1), pp.117-131.