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Item type

Book

Language

English

Pages

xv, 115 p.

Physical description

xv, 115 p.

Publication year

2020

Series

Management for Professionals

Collection

• Management for Professionals

ISBN

978-3-030-23342-6

Subjects

• GESTION DE LA RELATION CLIENT

Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it. In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.