Abstract
Based on four cases from various industries, this chapter illustrates how companies apply Social CRM. The cases provide insights into the broad spectrum in which social media may benefit customer relationship management (CRM) processes. The cases show different levels of maturity for integrating social media and CRM and may be regarded as examples that are transferrable to other industries as well.
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Notes
- 1.
A pinned posting remains fixed at the top of a thread or a timeline of postings. In Facebook, this option allows to highlight this posting for one week.
- 2.
A landing page is a web page that includes further details about a specific campaign.
- 3.
Seeding means to inform the community proactively to achieve activity and visibility.
- 4.
The share of voice (SoV) describes the market coverage of an advertising measure, i.e. the share of advertising contacts (e.g. the share of mentioning the company) of the total amount of contacts (e.g. all mentions of companies of a target/product group).
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Alt, R., Reinhold, O. (2020). Social CRM: Four Case Studies. In: Social Customer Relationship Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-23343-3_2
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