Towards Social CRM : A Model for Deploying Web 2.0 in Customer Relationship Management
Series
Dissertationen / Universität St. Gallen
Type
doctoral thesis
Date Issued
2014
Author(s)
Research Team
IWI5
Abstract
Web 2.0 is a recent phenomenon that has led to a revolution in online communication and customer behaviour. Organizations have to adapt their ways of doing business in order to satisfy the changing customer demands. Yet, most organizations struggle in exploiting the opportunities of Web 2.0 due to a lack of conceptual understanding, strategies and competences. Scholars and practitioners call for new approaches dealing with the integration of Web 2.0 into Customer Relationship Management (CRM) - the realm of research called Social CRM (SCRM). By means of a design oriented research approach, the scope of this dissertation is to develop a frame of reference which supports management in the strategic planning of SCRM. The fundamental question guiding this research is as follows: How can organizations strategically deploy the opportunities provided by Web 2.0 in their CRM?
The research results indicate that organizations should take account of three aspects in order to exploit the potential of Web 2.0 in CRM: Firstly, they must develop a thorough understanding of Web 2.0 and CRM by means of clarifying the applicability, opportunities, scope and objectives of both concepts. Secondly, setting the basis for SCRM demands defining the concept and its boundaries. Since SCRM is just one part of a general CRM, it requires elaborating on the objectives, intersections and differences. Thirdly, organizations should follow a structured and holistic approach to planning SCRM. The developed SCRM model structures the strategic planning in eight generic processes including readiness assessment, strategy development, value creation, multichannel management, information management, performance assessment and project and change management.
Aligning the integration of Web 2.0 into CRM with respect to these three aspects supports customer-centric management and implies that organizations come down from their ivory towers and start interacting with the people with whom they hope to create relationships.
The research results indicate that organizations should take account of three aspects in order to exploit the potential of Web 2.0 in CRM: Firstly, they must develop a thorough understanding of Web 2.0 and CRM by means of clarifying the applicability, opportunities, scope and objectives of both concepts. Secondly, setting the basis for SCRM demands defining the concept and its boundaries. Since SCRM is just one part of a general CRM, it requires elaborating on the objectives, intersections and differences. Thirdly, organizations should follow a structured and holistic approach to planning SCRM. The developed SCRM model structures the strategic planning in eight generic processes including readiness assessment, strategy development, value creation, multichannel management, information management, performance assessment and project and change management.
Aligning the integration of Web 2.0 into CRM with respect to these three aspects supports customer-centric management and implies that organizations come down from their ivory towers and start interacting with the people with whom they hope to create relationships.
Funding(s)
Language
English
Keywords
Social CRM
Web 2.0
CRM
Social Media
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
No
Publisher
Difo-Druck
Publisher place
Bamberg
Number
4288
Start page
343
Subject(s)
Division(s)
Eprints ID
234520