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Social CRM: Challenges and Perspectives

In: Social Customer Relationship Management

Author

Listed:
  • Rainer Alt

    (Social CRM Research Center)

  • Olaf Reinhold

    (Social CRM Research Center)

Abstract

Social media have a variety of use cases in CRM and Social CRM solutions vary considerably in scope and complexity. This chapter discusses four critical aspects for the implementation of Social CRM. First, businesses need to define their individual strategy towards Social CRM based on four generic options. Second, the organizational and the technological degree of integration indicates the sophistication of a chosen Social CRM approach. Third, the analytic technologies offer various degrees of automation with techniques of the semantic web requiring increasing investments in Social CRM. Fourth, regulations concerning privacy, copyright and competition aspects need to be taken into account.

Suggested Citation

  • Rainer Alt & Olaf Reinhold, 2020. "Social CRM: Challenges and Perspectives," Management for Professionals, in: Social Customer Relationship Management, chapter 4, pages 81-102, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-23343-3_4
    DOI: 10.1007/978-3-030-23343-3_4
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