Title: Analysis of operative factors and practices in social CRM

Authors: Ayush Tiwari; Madhvendra Misra

Addresses: Department of Management Studies, Indian Institute of Information Technology Allahabad, Allahabad 211015, Uttar Pradesh, India ' Department of Management Studies, Indian Institute of Information Technology Allahabad, Allahabad 211015, Uttar Pradesh, India

Abstract: In today's world, the culmination of CRM and social media provides a huge platform for handling and networking with the customers. Organisations nowadays are training their workforce in social CRM technologies. There are immense opportunities and huge scope for marketers in the field of social CRM. Social media extends its powerful impact on the core areas of CRM and hence can be used as a very powerful weapon for the organisations. The purpose of this research paper is to study the impact of operative factors in social CRM domain on the performance measures of the organisation. The study aims to discover and assess the implications of social CRM on the organisation's performance behaviour. The performance measures are identified in the light of social CRM domain. The identified operative factors such as customer focus, competitor focus, marketing intelligence and cross-functional collaboration are the factors that play a pivotal role in determining the performance of the organisation.

Keywords: customer relationship management; social CRM; social media; marketing intelligence; performance measures.

DOI: 10.1504/IJDET.2018.092639

International Journal of Digital Enterprise Technology, 2018 Vol.1 No.1/2, pp.135 - 176

Received: 05 May 2017
Accepted: 21 Nov 2017
Published online: 26 Jun 2018 *