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Social CRM: Biggest Challenges to Make it Work in the Real World

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Business Information Systems Workshops (BIS 2016)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 263))

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Abstract

The ways of communication and social interactions are changing and web users are becoming increasingly engaged with Online Social Networks (OSN). This fact has significantly impact in the relationship mechanisms between companies and customers. Thus, a new approach to perform Customer Relationship Management (CRM) is arising, the Social CRM (SCRM). Aiming to identify state of art, a literature review was conducted to demonstrate the current state of knowledge about the topic. In addition, expert interviews and events organized by researchers involved in this project, helped in challenges validation. As main contributions, it is possible to highlight: (i) identification, categorization and discussion of SCRM most prominent challenges; and (ii) construction of a SCRM service portfolio; (iii) estimation of the distance between state of art and state of practice. Therefore, the results obtained point out a number of future research directions, demonstrating that Social Customer Relationship Management is an emerging and promising research topic.

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Acknowledgments

The research is partly supported by the German Academic Exchange Service (DAAD); National Council for the Improvement of Higher Education (CAPES); National Council for Scientific and Technological Development (CNPq); and Amazon Foundation for Studies and Research (Fapespa).

Author information

Authors and Affiliations

  1. Institute of Technology, Federal University of Pará, Belém, Brazil

    Fábio Lobato, Márcia Pinheiro, Antonio Jacob Jr. & Ádamo Santana

  2. Federal University of Western Pará, Santarém, Brazil

    Fábio Lobato

  3. Technological Sciences Center, State University of Maranhão, São Luís, Brazil

    Antonio Jacob Jr.

  4. Information Systems Institute, University of Leipzig, Leipzig, Germany

    Olaf Reinhold

Authors
  1. Fábio Lobato
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  2. Márcia Pinheiro
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  3. Antonio Jacob Jr.
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  4. Olaf Reinhold
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  5. Ádamo Santana
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Correspondence to Fábio Lobato .

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Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. Leipzig University, Leipzig, Germany

    Rainer Alt

  3. Leipzig University, Leipzig, Germany

    Bogdan Franczyk

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Lobato, F., Pinheiro, M., Jacob, A., Reinhold, O., Santana, Á. (2017). Social CRM: Biggest Challenges to Make it Work in the Real World. In: Abramowicz, W., Alt, R., Franczyk, B. (eds) Business Information Systems Workshops. BIS 2016. Lecture Notes in Business Information Processing, vol 263. Springer, Cham. https://doi.org/10.1007/978-3-319-52464-1_20

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