Abstract
Upon completion of this chapter, you will be able to: 1. Define CRM, e-CRM, and social CRM (SCRM). 2. Describe the major types of customer interactions with companies. 3. Describe the evolution of CRM to SCRM. 4. Define social customers and describe how they can be served. 5. Describe how social CRM works inside the enterprise. 6. Describe unique and innovative applications of SCRM. 7. Describe social CRM strategy and implementation issues.
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Turban, E., Strauss, J., Lai, L. (2016). Social Customer Service and CRM. In: Social Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-17028-2_7
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DOI: https://doi.org/10.1007/978-3-319-17028-2_7
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