Detailed Information on Publication Record
2018
CRM & SOCIAL NETWORKS
JANÁKOVÁ, MilenaBasic information
Original name
CRM & SOCIAL NETWORKS
Authors
JANÁKOVÁ, Milena (203 Czech Republic, guarantor, belonging to the institution)
Edition
Academy of Strategic Management Journal, 2018, 1939-6104
Other information
Language
English
Type of outcome
Článek v odborném periodiku
Field of Study
10200 1.2 Computer and information sciences
Country of publisher
United Kingdom of Great Britain and Northern Ireland
Confidentiality degree
není předmětem státního či obchodního tajemství
RIV identification code
RIV/47813059:19520/18:A0000092
Organization unit
School of Business Administration in Karvina
Keywords in English
Customer Relationship Management; Data; Information Technology; Marketing; Social Networks
Tags
International impact, Reviewed
Změněno: 26/4/2020 21:27, Miroslava Snopková
Abstract
V originále
This paper focuses on CRM (Customer Relationship Management) applications and social networks. Caring for customers is an important activity in companies and information about customers and their experience are of everyday interest. It is expected that social network integration into CRM applications is similarly of importance as customers sharing experiences and needs via these networks which create a wide human community of potential customers. There is controversy, however, and CRM applications have latent potential in social network integration. The same lower interest is visible in available analyses and top lists of CRM applications. There are only several analyses that select social networks as one evaluation criteria. This paper presents a recommendation for a solution to an existing controversy (problem) based on a realized overview in CRM applications and social networks, and more detailed analyses of selected CRM applications. The presented recommendation is based on integration of four activities: (1) Recording of needed information about contacts and leads, (2) Linking to specified social networks to share information, (3) Integration of other applications for better orientation and, (4) Finally sharing special places such as chatter. The benefit is focused on better social network implementation in CRM applications, and increased interest in social networks in the realized analyses and top lists.