CUSTOMER RELATIONSHIP MANAGEMENT THROUGH SOCIAL MEDIA

  • Shankar Prasad S

Abstract

The emergence of social networking threatens the conventional idea of Customer Relationship Management (CRM). The company holds comprehensive knowledge regarding its consumers in a conventional CRM setting, which it uses to maintain its ties with them. Since the advent of large social networking sites, the consumer is no longer relegated to a passive role in business partnership. As well as making more knowledge about competing goods accessible on mobile devices, consumers can quickly communicate and convey their views to broad audiences, and companies are likely to find it more challenging to handle the feedback consumers obtain on their goods / services.  CRM has typically applied to an organization which manages consumer relationships. This basic explanation is questioned by the emergence of social media which has influenced and inspired clients. The present paper illustrates at how CRM needs to respond to the growth of social media. Social networking and CRM integration produces road blocks and possibilities which are pursued. The conversation was focused around the current “Social CRM house”, which explored how social networking interaction impacts the key areas of the room (i.e., purchase, termination and growth.) and influences company areas (i.e., employees, IT, success evaluation, measurement, and overall communication strategy).

 

Published
2019-11-30
Section
Articles