Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


CRM & Social Networks

Author(s): M. Janakova

This paper focuses on CRM (Customer Relationship Management) applications and social networks. Caring for customers is an important activity in companies and information about customers and their experience are of everyday interest. It is expected that social network integration into CRM applications is similarly of importance as customers sharing experiences and needs via these networks which create a wide human community of potential customers. There is controversy, however, and CRM applications have latent potential in social network integration. The same lower interest is visible in available analyses and top lists of CRM applications. There are only several analyses that select social networks as one evaluation criteria. This paper presents a recommendation for a solution to an existing controversy (problem) based on a realized overview in CRM applications and social networks, and more detailed analyses of selected CRM applications. The presented recommendation is based on integration of four activities: (1) Recording of needed information about contacts and leads, (2) Linking to specified social networks to share information, (3) Integration of other applications for better orientation and, (4) Finally sharing special places such as chatter. The benefit is focused on better social network implementation in CRM applications, and increased interest in social networks in the realized analyses and top lists. 

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