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Social CRM: Platforms, Applications, and Tools
Abstract
This chapter provides an overview of social customer relationship management (CRM) and explores the Web-based platforms that provide social CRM solution in software as a service (SaaS) model as well as the applications and tools that complement traditional CRM systems. Based on a review of current practices, the chapter also outlines the potential benefits social CRM provides to organizations in their sales, service, and marketing efforts. Furthermore, while the Web and its new breed of technologies and applications open new opportunities for businesses, these technologies also pose several new challenges for organizations in implementation, integration, data security, and consumer privacy, among others. In addition, these technologies can be exploited in a negative way to propagate misinformation against businesses and their reputations. In view of this, this chapter also examines ethical and legal challenges businesses could face in embracing social media technologies at the core of their customer management processes and systems.
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