Crm And Socıal Medıa Interactıon : Analysıng Socıal Crm Wıth A Busıness Applıcatıon
Globalization and the increasing competition as a consequence of globalization leveraged the customers as precious value. Therefore it is necessary to manage customer relations effectively by creating sustainable long term value based relationship, increase employment in this specific area, provide consistent and value added services for the customers at every single connection point. Customer focused companies enhancing their businesses around these principles tend to adopt new channels to their current communication and interaction systems over social media interact with their social customers through virtual networking, increase their customer database over their social customers, create a transparent communication platform based on trust, and integrate internal processes to social networking. Overall, becoming a social organization seems to be mandatory at the customer focused companies. Customer Relationship Management – CRM that was initially introduced to us as part of modern marketing is now adopting new media and shaping up as social CRM – that requires the integration of the conventional CRM and social media platforms. The study observes this specific integration phase when an FMCG company started to use social media platforms that led the company move forward with the social CRM systems. Data, obtained from the interviews, is evaluated through example case analysis methodology. The results show that the adoption of the social media moves the companies to social CRM as they seem to generate a considerable information on their customers, social media dynamics increase the interaction of the organizations with their customers that requires putting more focus on human touch on the organization-customer relationship – more specifically, organization – customer relationship becomes more humanistic and seems to initiate positive change at the corporate culture of the organizations after integrating social CRM.
