Search results for " CRM"
showing 9 items of 9 documents
CRM in the digital age: implementation of CRM in three contemporary B2B firms
2015
Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will …
Using Social Networks to Enhance Customer Relationship Management
2013
International audience; In recent years, the Web has evolved into an exchange platform. Customer Relationship Management (CRM) must follow this evolution and connect CRM tools to social networks in order to place companies in the center of all the exchanges. We propose, in this article, a community detection approach that identi fies clusters of customers of a company using their explicit and implicit behaviour. Our contribution is the definition of a composite pro le that integrates various informations gathered from di erent applications, such as the information system of the company, the existing CRM, or Twitter. We de ne a similarity measure, between a user and a tag, that takes into ac…
Customer relationship management: The evolving role of customer data
2013
Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’ purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose …
The determinants of social CRM entrepreneurship : An institutional perspective
2021
Abstract Despite a growing interest in social media adoption by corporations, there is minimal knowledge about the drivers of social customer relationship management (SCRM). This study examines the determinants of SCRM entrepreneurship from an institutional perspective and specifically from the banking sector. Data on 19 banks were obtained from 183 responses to a questionnaire. These data were analyzed using Partial Least Square (PLS) path modeling. The findings show that organizational and technological contexts have a significant positive impact on SCRM entrepreneurship. The results also reveal a significant impact of institutional normative and coercive pressures on SCRM entrepreneurshi…
The Model of Creation of Customer Relationship Management (CRM) Technology in Sports Services Section
2020
Over the past decades, sport venues have increased their investments in Customer Relationship Management (CRM) realm. The investment ranges from strategy development to software implementation and other applications which will help attract new customers, maintaining and growing existing programs. Accordingly, the aim of this study was to design the CRM technology model in the sports services sector of East Azerbaijan province based on individual narratives and personal experiences of 10 managers and 384 sports customers in the province during in-depth interviews by using foundation data theorizing method. Their views on the relationship between CRM technology and sport venues were recorded …
Apports des réseaux sociaux dans les SI Une application à la gestion de la relation client
2013
National audience; Depuis quelques années, le Web s'est transformé en une plateforme d'échange. Le métier de gestion de relation client doit évoluer, se connecter aux réseaux sociaux et mettre l'entreprise au coeur des échanges. Nous proposons dans cet article une approche de détection de communautés, de clients d'une entreprise, basée sur le comportement explicite et implicite des clients. Pour cela, nous définissons une mesure de similarité, entre un utilisateur et un tag, qui prend en compte la notation et la consultation des ressources ainsi que les contacts des utilisateurs. Nous validons cette approche sur une base exemple
Apports des réseaux sociaux pour la gestion de la relation client
2014
National audience; Depuis quelques années, le Web s'est transformé en une plateforme d'échanges. La gestion de relation client doit évoluer pour tirer partie des données disponibles sur les réseaux sociaux et mettre l'entreprise au coeur des échanges. Nous proposons dans cet article une approche générique de détection de communautés de clients d'une entreprise, basée sur leur comportement explicite et implicite, intégrant des données de sources diverses. Nous définissons une mesure de similarité, entre un utilisateur et un tag, prenant en compte la notation et la consultation des ressources et le réseau social de l'utilisateur. Nous validons cette approche sur une base exemple en utilisant …
Adoption of ubiquitous crm for operational sustainability of the firms: Moderating role of technology turbulence
2021
Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of UCRM impacts the sustainability of firms’ operations, but not many studies have investigated this issue. In this context, the aim of this study is to examine how firms’ absorptive capacity and dynamic capability could impact the adoption of UCRM to influence the operational sustainability of the firms and their performance. The study also investigates the moderating role of technology turbulence on the re…
Efficacy of the cloud computing technology in the management of communications and business processes of the companies
2016
W artykule zbadano tendencje rozwoju i stosowania różnych klas systemów informatycznych w zarządzaniu w relacji do rodzajów procesów biznesowych. Zaprezentowano krótki przegląd aktualnego stanu wykorzystania technologii chmury obliczeniowej na świecie i na Ukrainie. Korzyści wynikające z zastosowania modelu "SaaS - Software as a Service" zostały wyjaśnione na przykładzie innowacji międzynarodowego projektu "Bitrix 24", w którym zrealizowane zostały główne cele systemów CRM w połączeniu z szerokimi możliwościami koordynacji procesów komunikacyjnych i biznesowych nowoczesnych firm. Projekt ten został przetłumaczony na większość języków europejskich i wykorzystuje narzędzia społecznego środowi…