Measuring social CRM capabilities
Author: Dawn Southgate
The ubiquity of social media has led to companies developing new customer-relationship management (CRM) capabilities that go beyond traditional methods and tactics. This study addresses social CRM capability which is defined as a firm’s “efficiency in integrating and converting social media marketing resources” into sales and customer relationship outcomes. It concludes that social CRM capability is important: investment in social media technology can produce significant CRM benefits and enhance the firm’s market value. Marketers are recommended to develop strategies that build customer relations thorough social media; this allows customers to become more involved and promotes greater interaction between the customer and the business.
Journal of Marketing Analytics, Vol 7(1) March 2019, pp40-50 (Kim and Wang)
[First appeared in Cutting Edge, 13 March 2019]