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The rising popularity of social media has added a new challenge that companies are facing today since they can hardly manage the information that is shared about their products and brands among the members of these social platforms. Customer relationship management strategy, in this respect, has transformed into social-CRM through which the social media channels are integrated with the CRM tools. This significant change in companies' interactions with customers demands not only different ways of doing business but also managerial commitment, participatory human resources, and technological infrastructure. The are multiple objectives of this chapter. Firstly, the aim is to provide detailed information about social-CRM and its differences from the traditional CRM. Secondly, how social-CRM affects consumers' changing roles during their purchase journeys and helps firms in creating personalized experiences for customers will be explained. Finally, what social-CRM demands from managers and how they can develop strategies based on this new CRM orientation will be discussed. |
