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The journey to engaged customer community: Evidential social CRM maturity model in Twitter

Author

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  • Inbal Yahav
  • David G. Schwartz
  • Yaara Welcman

Abstract

We investigate the company use of Twitter as a platform for social customer relations management (SCRM) to find that message type and follower growth follow an identifiable maturity model. Studying longitudinal Twitter data from 73 Standard and Poor's companies, we find that companies map into one of two distinct maturity stages as reflected in the content of company‐generated messages. The first maturity stage consists of branding, where the focus is on customer acquisition up to a certain volume, at the expense of their engagement. The second is social care, where the focus is on retaining customers and increased engagement. We further find that companies have relatively little control over their maturity stage and that investing in social care in the first stage, aiming to increase engagement, is not effective. Proper understanding and recognition of the Twitter SCRM maturity model will allow companies to assess their methods and processes according to SCRM best practices.

Suggested Citation

  • Inbal Yahav & David G. Schwartz & Yaara Welcman, 2020. "The journey to engaged customer community: Evidential social CRM maturity model in Twitter," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 36(3), pages 397-416, May.
    • Handle: RePEc:wly:apsmbi:v:36:y:2020:i:3:p:397-416
    DOI: 10.1002/asmb.2495
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    1. repec:cup:cbooks:9780511771576 is not listed on IDEAS
    2. Easley,David & Kleinberg,Jon, 2010. "Networks, Crowds, and Markets," Cambridge Books, Cambridge University Press, number 9780521195331, October.
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    Cited by:

    1. Mona Jami Pour & Mahnaz Hosseinzadeh, 2021. "An integrated framework of change management for social CRM implementation," Information Systems and e-Business Management, Springer, vol. 19(1), pages 43-75, March.

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