This article focusses on websites in relation to customer relationship management (CRM). The Internet is one of the channels organizations can use to create a two-way communication with their consumers and provide value. Communication including the management of channels is one of the cornerstones of CRM. In order to create value and subsequently customer loyalty, organizations need to offer a channel that satisfies customers’ needs and wants.
Read moreHow can companies carry out CRM effectively on social media? - The case of Halebop
We spend hours there, days, weeks; scrolling through wedding and pet photos, reading status updates about political opinions from old classmates, replying to friend requests from mothers-in-law, sharing recipes… retweeting, regramming, commenting, tagging, blogging, writing, liking, chatting, crying and laughing. Social media is no longer a buzzword belonging to the young and hip. Instead, social media has become a matter of course for millions of people around the globe.
Read moreHow to use CRM in the era of social media – a case of Walt Disney Company
CRM, Customer Relationship Management, was around the turn of the millennium one of the brightest shining marketing concepts in the business world (Gummesson, 2004). Back then, the general perception and the use of CRM consisted of companies gathering extensive customer data, aiming to manage relationships with their customers. Furthermore, in this scenario the companies were viewed as the main actors and the customers as passive cast members (Malthouse, Haenlein, Skiera, Wege and Zhang, 2013). But the winds of change have blown strongly in recent years and the traditional view of CRM and its alleged success is constantly fading (Wind, 2008).
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