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.

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.

Dieses Buch zeigt wie die Verbindung von Social Media mit Customer Relationship Management (CRM) Perspektiven fur Marketing, Verkauf und Service schafft. Es kombiniert dazu Grundlagenwissen und Fallbeispiele. Fur das Social CRM identifizieren die Autoren vier Verwendungszwecke sowie drei Umsetzungsstufen und thematisieren auch Fragen der Datenerschliessung und der Datenqualitat. Es richtet sich sowohl an Praktiker als auch an Lehrende und Studierende.