Social Customer Relationship Management: A Case Study

Open access


Social Customer Relationships Management (CRM) is a current business trend providing new channels of two-way communication with customers through social media sites, such as Facebook, Twitter etc. Social CRM enables companies to interact in an easy and contemporary way directly with customers as well as to track customer interactions and their social influence. In this paper we examine the importance of CRM, e-CRM and Social CRM for businesses. We provide perspectives on objectives and types of CRM, the working cycle of CRM, the stages of a CRM Strategy and technology tools that are used in CRM. Social CRM is in particularly analyzed, since this new trend requires active engagement by customers and other stakeholders. The engagement process is essential to successful Social CRM and to successful social business practices. Finally, we describe experiences from three family businesses that introduced Social CRM as a result of a project carried out as an assignment in the ‘Social Media Networking’ module of the MSc course in ‘Web Intelligence’ at the Department of Informatics of Alexander Technological Educational Institute of Thessaloniki. The assignment of the groups was to create a Social CRM Strategy in collaboration with a company. This study is a follow-up of the outcome of the projects carried out in the autumn semester 2014 and 2015. The results show that all three companies consider that Social CRM is an excellent tool for obtaining real time valuable data about customers and a cheap way to reach them.

Buttle, F. (2009). Customer relationship management, 2nd ed. Amsterdam: Elsevier/Butterworth-Heinemann, pp. 4-11.

Chen, J., Ching, R.K.H. (2007). The effects of Information and Communication Technology on Customer Relationship Management and customer lock-in, International Journal of Electronic Business, 5(5), pp. 478-498.

Davis, J. (2011). Social CRM: Winning the Battle of the Brands, (Accessed 16th Febr. 2017).

Deming, W. E. (1986): Out of the Crisis: quality, productivity and competitive position, Massachusetts, USA.

Du, W. (2013). CRM Basics, (Accessed 16th Febr. 2017),

Evans, D. McKee, J. (2010). Social Media Marketing: The Next Generation of Engagement. Wiley Publishing Inc. Indiana

Fisher, J. C., Pry, R. H. (1971), A Simple Substitution Model of Technological Change, Technological Forecasting & Social Change, vol. 3 No. 1, pp.75-88.

Harrigan, P. and Choudhury, M. (2012). Technology Acceptance Model and The Social CRM: A Model for Customer Engagement, (Accessed 16th Febr. 2017).

Jayachandran, S., Sharma, S., Kaufman, P. and Raman, P. (2005), ‘The Role of Relational Information Processes and Technology Use in Customer Relationship Management’, Journal of Marketing, Vol. 69, No. 4, pp. 177-192.

Johnson, L. K. (2002). New Views on Digital CRM, Sloan Management Review, fall.

Marketing Teacher (2017). Business Strategy and CRM, (Accessed 16th Febr. 2017),

Namchul, S. (2005). Strategies for Generating E-Business Returns on Investment, pp. 354Rouse, M. (2005). What is customer data integration (CDI)?, (Accessed16th Febr. 2017).

Pan, S. and Lee, J. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM, 46(4), pp. 95-99.

Rouse, M. (2010). What is Social CRM? (Accessed 16th Febr. 2017).

Rogers, E. M. (1962), Diffusion of Innovations, the Free Press. New York

Rouse, M. (2014). What is customer relationship management (CRM)?,, (Accessed 16th Febr. 2017).

Sharp, D. (2003). Customer relationship management systems handbook, 1st ed. Boca Raton: Auerbach Publications, pp. 9-11.

Siakas, K., Makkonen, P., Siakas, E., Georgiadou, E., Rahanu, H., (2017). Social Media Adoption in Higher Education: A case study involving IT/IS Students and Teaching Staff, International Journal of Social Media and Interactive Learning Environments, (see

Siakas, K., Kermizidis R., Kontos K. (2014a). Using Social Media in Business as a Tool for Open Innovations, Business-Related Scientific Research Conference (ABSRC 2014), Milan, Italy, Dec. 10-12.

Siakas K. V., Belidis A., Siakas E. (2014b). Social media marketing for improved branding and valorisation in small family businesses, International Conference on Contemporary Marketing Issues (ICCMI 2014), 18-20 June, ISBN: 978-960-287-145-4, Athens, Greece, pp. 764-772.

Siakas, K., Georgiadou, E. (2012). Quality Process Model: Towards Maximising the Quality of Social Impact through Valorisation, in Proceeding of INSPIRE 2012, August, Tampere, Finland, The British Computer Society, pp. 89-100.

Technopedia (2017). Electronic Customer Relationship Management (E-CRM),, (Accessed 16th Febr. 2017).

Tutorialpoint (2014). CRM - Types, (Accessed 16th Febr. 2017).

van Bruggen, G. H., Antia, K.D., Jap, S.D., Reinartz, W.J., and Pallas, F. (2010). Managing Marketing Channel Multiplicity. Journal of Service Research. 13(3), pp. 331-340.

Verhoef, P.C., Reinartz, W.J., and Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management, Journal of Service Research, 13(3), pp. 247-252.

Vlachakis S., Siakas K.V., Naaranoja, M. (2015). Internet and Social media: the Main Marketing tools for Small Family Businesses, International Conference on Contemporary Marketing Issues (ICCMI 2015), 30 June – 3 July, Kingston University, London, UK.

Journal Information

Cited By


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 1401 1318 93
PDF Downloads 918 889 50