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Towards Social CRM -Scoping the concept and guiding researchBled eConference 2013Prof. Dr.Reinhard JungBled,11.06.2013Tobi...
© T Lehmkuhl 2013 – 2Background Web 2.0 & Social Media provide newopportunities for customer-centricmanagement Social CR...
© T Lehmkuhl 2013 – 3There are numerous opinions and approaches in regards to Social CRMPotential knowledge sourcesConsult...
© T Lehmkuhl 2013 – 4A state-of-the-art literature review provides consolidated view of researchResearch approach (vom Bro...
© T Lehmkuhl 2013 – 5Scholarly research on Social CRM started in 2008 but is still in its infancySubject areaPerspectiveAc...
© T Lehmkuhl 2013 – 6Social CRM is a transformative endeavor to facilitate two-way (B2C/C2C) interactionRQ 1: DefinitionsS...
© T Lehmkuhl 2013 – 7Objective is building long-term relationships based on high web-user engagementRQ 2: Objectives & eff...
© T Lehmkuhl 2013 – 8Organizational approaches towards Social CRM are mainly conceptualRQ 3: Organizational approachesPubl...
© T Lehmkuhl 2013 – 9“How can organizationsstrategicallydeploy Web 2.0 in their CRMto ensure value creationfor themselvesa...
© T Lehmkuhl 2013 – 10Further research is on designing a strategic Social CRM frameworkSocial CRM FrameworkSCRMstrategySCR...
© T Lehmkuhl 2013 – 11Thanks for your attentionTobias LehmkuhlResearch Assistent, PhD studenttobias.lehmkuhl@unisg.chTobia...
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Social CRM - the academic perspective

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Transcript of "Social CRM - the academic perspective"

  1. 1. Towards Social CRM -Scoping the concept and guiding researchBled eConference 2013Prof. Dr.Reinhard JungBled,11.06.2013TobiasLehmkuhl, PhD student
  2. 2. © T Lehmkuhl 2013 – 2Background Web 2.0 & Social Media provide newopportunities for customer-centricmanagement Social CRM in practice immature Market analysts & scholars call fornew & holistic approaches Success factor for CRM projects isclear understanding on majorconceptsSocial CRM as promising approach to integrate Web 2.0 in CRMRQ1: DefinitionsRQ2: Objectives & effectsRQ3: Organizational approachesBackground & objectivesBasis for further research
  3. 3. © T Lehmkuhl 2013 – 3There are numerous opinions and approaches in regards to Social CRMPotential knowledge sourcesConsultancies Service provider/blogger Scholars
  4. 4. © T Lehmkuhl 2013 – 4A state-of-the-art literature review provides consolidated view of researchResearch approach (vom Brocke et al. 2009)
  5. 5. © T Lehmkuhl 2013 – 5Scholarly research on Social CRM started in 2008 but is still in its infancySubject areaPerspectiveAccounting/FinanceCRM IS Management Marketing PsychologyServiceMgmtStrategy ∑Effects 1 1 1 3IT-Systems/Tools 2 2 4Org. determinants 1 4 2 7Processes 1 1 1 3Relationship cycle 1 1 2SCRM Models 2 1 1 1 5User behavior 1 1 1 2 1 1 7∑ Publications 1 4 7 2 11 1 2 3 31** Number of relevant scientific publications between 2008-2012Database search
  6. 6. © T Lehmkuhl 2013 – 6Social CRM is a transformative endeavor to facilitate two-way (B2C/C2C) interactionRQ 1: DefinitionsSocial CRM is… (Greenberg, 2010)a philosophy and a business strategy….supported by a technology platform, business rules, processes &social characteristics…designed to engage the customer in a collaborative conversation..in order to provide mutually beneficial value in a trusted &transparent business environment.What is the scope and difference of Social CRM vs. traditional CRM?Which target groups are addressed by Social CRM?What is the difference between Social CRM and Web 2.0?
  7. 7. © T Lehmkuhl 2013 – 7Objective is building long-term relationships based on high web-user engagementRQ 2: Objectives & effectsStimulating «Customer engagement» Measures & EffectsTraditionalmeasures«Social»measures
  8. 8. © T Lehmkuhl 2013 – 8Organizational approaches towards Social CRM are mainly conceptualRQ 3: Organizational approachesPublication’s perspective No pub.Effects 3IT-Systems/Tools 4Org. determinants 7 Customer knowledge managementProcesses 3 Organization focused managementRelationship cycle 2 Customer focused managementSCRM Models 5 Conceptual work to understand SCRMUser behavior 7Comprehensive frameworks that integrate Web 2.0 in CRMSpecification of consumer data to make business more efficientIdentify top X% of a community
  9. 9. © T Lehmkuhl 2013 – 9“How can organizationsstrategicallydeploy Web 2.0 in their CRMto ensure value creationfor themselvesas well as their target groups?”There is an opportunity for applied and design oriented researchConcluding remarksCustomer Management vs. Customer EngagementManagement innovation & cultural changesAdapt structures (literature) vs. Greenfield approachProject approaches vs. business transformationBuilding blocks of Web 2.0Difference Web 2.0 vs. Social CRM Management(Measureable) contribution of SCRMSocial Media data integrationSocial Media content management strategies
  10. 10. © T Lehmkuhl 2013 – 10Further research is on designing a strategic Social CRM frameworkSocial CRM FrameworkSCRMstrategySCRM Information ManagementSCRMvaluecreationSCRMperformancemeasuringMulti-channelintegrationSCRMreadinessassessmentSCRM Project Management & Change ManagementEmployee-engagementWeb-User engagement model
  11. 11. © T Lehmkuhl 2013 – 11Thanks for your attentionTobias LehmkuhlResearch Assistent, PhD studenttobias.lehmkuhl@unisg.chTobias Lehmkuhl@TobLehmkuhl

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