Social Customer Relationship Management

Abstract

[eng] Social Customer Relationship Management is a business strategy that integrates social media into the value chain of a business with the aim of increasing customer loyalty. SCRM differentiates from CRM because,instead of managing the customer, it aims to create a conversation between the customer and a company where both parties beneficiate. The proper functioning of SCRM depends not only on social media, but on its integration in all of the processes of the business and the availability of the proper technology. Among the benefits of implementing SCRM arecustomer engagement, increasing marketing effectivenessand creating a competitive advantage with the customer knowledge acquired. But implementation presents challenges for the firms: management should understand SCRM and the structure changes it involves, the data acquisition and its quality, etc. These challenges should be acknowledged when designing the implementation. Personalization is a very important strategy in SCRM, with programmatic advertising being a commonly used tool to achieve it. Programmatic advertising uses consumer data, such as browsing history, to adapt the offers according to their interests. While its use is viewed as very beneficial from the companies’ perspective, the consumer is not as keen on to it as it might seemat first.In order to better understand the consumers’ perspective, a survey questionnaire has been made in this project. The results of the surveysuggest thatthe use of programs to block advertisements and the prioritization of privacy above personalization is a challenge for the effectiveness of this tool. The consumers’ trust comes as key in the success of programmatic advertising and personalization strategies.