Social Customer Relationship Management (SCRM): How Connecting Social Analytics to Business Analytics Enhances Customer Care and Loyalty?

Abstract

Social Customer Relationship Management (SCRM) is about people and relationships and demands a customer focus. This study investigates how Social Media (SM) has become an undeniable influence on customer care. The purpose of this paper is to explore how engaging customers through social communities are having far-reaching effects on customer loyalty. Goldman (2011) highlighted that the powerful reach of SM is enabling loyalty marketers to extend their mastery of dialogue with customers achieving trialogue. Evans (2011) stated that marketers are exerting their efforts to understand Facebook, Twitter and blogging to get the rest of their firms aligned with their SM programs. The study was conducted using quality content analysis procedure of the web surveys, interviews, and case studies. This study examined three main questions: (1) how companies can leverage SM to strengthen customer care (2) how SM channels enhances customer loyalty (3) what are the managerial and profit implications of these findings for managers and researchers.