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Social CRM

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

Social Customer Relationship Management (Social CRM) integrates social media channels with traditional CRM to enhance customer engagement and build stronger relationships. Unlike traditional CRM, Social CRM emphasizes interactive, real-time communication, fostering a two-way dialogue with customers. The evolution of CRM since the 1970s now incorporates comprehensive customer insights and social media interactions, marking a significant shift in engagement strategies. Social CRM involves data collection, analysis, targeted engagement, and continuous feedback loop to refine strategies. Utilizing tools like HubSpot CRM and Salesforce CRM, Social CRM enhances marketing, sales, and customer service by personalizing interactions and leveraging social media data. The benefits include deeper customer insights, improved engagement, increased loyalty, and better customer service, though it requires significant resources and effective data management. Companies like Starbucks, Dell, and Nike successfully use Social CRM to engage with customers, respond to feedback, and foster brand loyalty, demonstrating its effectiveness in enhancing customer satisfaction and driving business growth.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Social CRM," Springer Texts in Business and Economics, in: Digital Marketing, chapter 22, pages 249-254, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_22
    DOI: 10.1007/978-3-031-69518-6_22
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