Social Customer Relationship Management (SCRM): A Strategy for Customer Engagement

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Author(s): Ameen Al-Azzam (Technical College in Tai'f, Saudi Arabia)and Rawan T. Khasawneh (Jordan University of Science and Technology, Jordan)
Copyright: 2017
Pages: 14
Source title: Strategic Uses of Social Media for Improved Customer Retention
Source Author(s)/Editor(s): Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan)and Izzat Alsmadi (Boise State University, USA)
DOI: 10.4018/978-1-5225-1686-6.ch003

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The organizations reach to their objectives by adopting an effective customer management strategy. Today, organizations have become aware that to reach their objectives its must focus on customer relationships, engagement and retention, not only to increase their market share. The development of information and communication technology (ICT) and in particular social networks enables an important communication tool with customer. Improving customer relationship by using social network is called social customer relationship management (SCRM). SCRM focused on establishing new channels with customers for better understanding of customers needs and build a long-term relationship with them. This chapter explores social customer relationship management and its general concepts including social media and customer relationship management. Also, it reviews the context of SCRM that aims to enhance customer relationship and make customers much more engaged. Conclusions and proposed future work are stated at the end.

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Social Customer Relationship Management (SCRM): A Strategy for Customer Engagement

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