From Customer Relationship Management to Influencer Relationship Management

2018 ◽  
pp. 80-91
Author(s):  
Goetz Greve ◽  
Andrea Schlüschen
Keyword(s):  
Social Media ◽  
Life Cycle ◽  
Customer Relationship Management ◽  
Word Of Mouth ◽  
Relationship Management ◽  
Customer Relationship ◽  
Large Numbers ◽  
New Challenges

In today's digitally fragmented and social-media-dominated world, traditional forms of advertising—driving awareness through push advertising—are becoming less effective, and more and more consumer brands are turning to influencers as important network intermediaries to leverage the power of word-of-mouth marketing. Influencers are individual consumers who maintain large numbers of followers that seek to interact with the influencers' unique content on a regular basis. To enable companies to systematically manage the relationships between brands and influencers, the concept of customer relationship management is being transferred to fit the new challenges. The four stages of the influencer life cycle are explained and possible KPIs listed in this chapter.

E-Retailer's Technology Strategy for Implementing Online Marketing

2013 ◽  
Vol 427-429 ◽  
pp. 2716-2719
Author(s):  
Zhan Li
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Word Of Mouth ◽  
Relationship Management ◽  
Online Marketing ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Marketing Social ◽  
Technology Strategies ◽  
Marketing Methods

Follwing with integration of between online and offline business. this trend, e-retailers implement new online marketing methods to differ from their competitors. This article will discuss four typical technology strategies for implementing online marketing: social media marketing, customer relationship management, affiliate marketing and word of mouth marketing.

Customer Relationship Management- The Indian Perspective

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Pankaj K. Trivedi
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Customer Relationship Management ◽  
Paradigm Shift ◽  
Relationship Management ◽  
Modern Technology ◽  
Customer Relationship ◽  
Brand Name ◽  
Service Support ◽  
Indian Perspective

Market is a kingdom and customer is the king. This is a renowned maxim pursued by the Indian companies in true spirit. With the advancement in modern technology, customers are becoming more and more informed about their need and want. Nowadays social media is educating them and they scout around for best product, brand name, product quality, operation, and service support. Marketing has thus, undergone a paradigm shift and has come up to the point of establishing relationship with customer. Not just retaining the existing customers but even attracting new customers has become a big challenge. This is the main reason why companies have shifted their focus from being product-centric to customer-centric.

ANALISA INTERAKSI USER DI MEDIA SOSIAL MENGENAI INDUSTRI FINTECH MENGGUNAKAN SOCIAL NETWORK ANALYSIS (STUDI KASUS: GOPAY, OVO DAN LINKAJA)

2020 ◽  
Vol 4 (3) ◽  
pp. 341-351
Author(s):  
Alisya Putri Rabbani ◽  
Andry Alamsyah ◽  
Sri Widiyanesti
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Customer Relationship Management ◽  
Word Of Mouth ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Electronic Word Of Mouth ◽  
Financial Technology

Financial technology (Fintech) mengalami pertumbuhan yang cukup pesat sejak awal kehadirannya di Indonesia. Fintech merupakan industri jasa finansial yang memanfaatkan teknologi sehingga memungkinkan penggunanya melakukan berbagai transaksi keuangan secara digital. Saat ini banyak fintech baru yang bermunculan di Indonesia, sehingga dibutuhkan strategi yg tepat untuk bisa bersaing dgn kompetitor. Analisis interaksi pengguna media sosial, biasa disebut dengan Electronic Word of Mouth (EWOM) dapat memberikan informasi yang dapat mendukung berbagai keputusan bisnis, salah satunya adalah terkait customer engagement. Tujuan dari penelitian ini adalah mengidentifikasi customer engagement yang terbentuk dari hasil implementasi Social Customer Relationship Management (SCRM) yang dilakukan oleh perusahaan. Data yang digunakan dalam penelitian ini adalah data sekunder yang merupakan data tweets berisi interaksi pengguna twitter mengenai 3 fintech di Indonesia yaitu GoPay, OVO, dan LinkAja. Analisis data dilakukan peneliti mengunakan metode social network analysis dengan menghitung properti jaringan dari ketiga objek penelitian. Hasil menunjukkan bahwa LinkAja mebentuk customer engagement lebih optimal lewat implementasi SCRM yang dilakukan perusahaan.  

scholarly journals Implementing Social Customer Relationship Management in Turbulent Environments: A Dynamic Capabilities Perspective

Webology ◽  
2021 ◽  
Vol 18 (SI03) ◽  
pp. 49-70
Author(s):  
Vu Minh Ngo ◽  
Quyen Phu Thi Phan ◽  
Hieu Minh Vu
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Technology Use ◽  
Customer Value ◽  
Dynamic Capabilities ◽  
Relationship Management ◽  
Customer Relationship ◽  
Superior Performance ◽  
Turbulent Environments ◽  
Social Crm

Purpose: Despite the crucial contribution of social media on customer relationship management (CRM) strategies, how social CRM can be transformed into customer value, and economics returns for firms remain unexplored in the hospitality industry, especially in turbulent environments. As a new approach for dealing with both gradual and disruptive changes in the market, this study develops and tests the mediating role of dynamic capabilities in the social CRM - performance relationship. Methodology: Drawing on resource-based view and capabilities perspectives, a mixed methodology was applied. First, a survey was conducted to quantitatively test the proposed hypotheses using Structural Equation Modelling with PLS approach (PLS-SEM) on a sample consisting of 111 SEMs. Then, a qualitative fuzzy-set Comparative Analysis (fsQCA) was employed to look for the unique combinations of capabilities to achieve firms‟ superior performance. Findings: The outcomes indicated a mixture of expected and unexpected findings, including: (i) the direct effect of social CRM on firm‟s performance; (ii) Dynamic capabilities as the missing link between social CRM capabilities and firms‟ performance; (iii) the unique roles of social media technology use in the combinations with other capabilities for generating the best firms‟ performance. Originality: This study is among the few to consider the dynamic nature of the market when investigating how to implement Social CRM successfully. The insights and practical implications in this study can be useful for managers in SMEs whose desire is to build a dynamic system for improving customer value and firms‟ performance.

Business and Technology Trends in Social CRM

2019 ◽  
pp. 1387-1401
Author(s):  
Anteneh Ayanso
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Critical Role ◽  
Relationship Management ◽  
Customer Relationship ◽  
Media Technologies ◽  
Social Crm ◽  
Management Processes ◽  
Technology Trends

Social media technologies have transformed the traditional CRM applications landscape in many ways. Apart from extending the traditional customer touch points, social media technologies play a critical role in integrating the activities involved in operational and analytical CRM. This chapter explores the business and technology trends in social CRM and examines current social CRM solutions and their capabilities in the analytical and operational (sales, service, and marketing) efforts of organizations. The chapter also discusses the technological and managerial challenges organizations may face in embracing social media technologies in their customer relationship management processes.

Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

2018 ◽  
pp. 756-773
Author(s):  
Evelyn Chronis ◽  
Qiang Lu ◽  
Rohan Miller
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Customer Relationship Management ◽  
Organic Food ◽  
Relationship Management ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Consumer Engagement ◽  
Loyalty Program ◽  
The Impact

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.

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