Chapter 9
Social Customer Relationship Management and Customer Communities
Social Customer Care
As social media become more accepted into the strategic operations of enterprises, a new hybrid of social media and customer relationship management (CRM) has emerged to help organizations engage with a wider range of customers and prospects. In 2010, the concept of social CRM began gaining traction with marketing and sales disciplines, becoming a promising combination of records-based CRM and social media engagement. By eliminating the database-centric notion of CRM and decades of inadequate communication channels, the closer relationships and engagement theorized by social CRM can unleash a number of key benefits for companies, though not without ...
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