https://www.fim-rc.de/Paperbibliothek/Veroeffentlicht/400/wi-400.pdf

Online social networks: A survey of a global phenomenon

Forecasting social CRM adoption in SMEs: A combined SEM-neural network method

Churn prediction using comprehensible support vector machine: An analytical CRM application

Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research

This paper aims to figure out the potential impact of Big Data (BD) on Critical Success Factors (CSFs) of Customer Relationship Management (CRM). In fact, while some authors have posited a relationship between BD and CRM, literature lacks works that go into the heart of the matter. Through an extensive up-to-date in-depth literature review about CRM, twenty (20) CSFs were singled out from 104 selected papers, and organized within an ad-hoc classification framework. The consistency of the classification was checked by means of a content analysis. Evidences were discussed and linked to the BD literature, and five propositions about how BD could affect CRM CSFs were formalized. Our results suggest that BD-enabled CRM initiatives could require several changes in the pertinent CSFs. In order to get rid of the hype effect surrounding BD, we suggest to adopt an explorative approach towards them by defining a mandatory business direction through sound business cases and pilot tests. From a general standpoint, BD could be framed as an enabling factor of well-known projects, like CRM initiatives, in order to reap the benefits from the new technologies by addressing the efforts through already acknowledged management paths.

Big Data-enabled Customer Relationship Management: A holistic approach

Businesses are becoming more customer-centric and see a need to address customers more individually. An opportunity is identified in Web 2.0 technologies. Both CRM and Web 2.0 have been researched broadly in the past years, but not their potentially successful combination, which we call ‘social CRM’. It is a CRM strategy which encourages customer collaboration and involvement. Based on empirical research we found that Web 2.0 services add value in every domain of the CRM environment, depending on the type of service at hand. Most value is added in the marketing domain of CRM. Social networks, blogs, and multimedia sharing add most value across all domains. This research defines social CRM and presents a new model that depicts the fundamental aspects of social CRM in four layers. We conclude with suggestions for further research in this emerging research domain.

Robbert Faase

Papers

Web 2.0 in the CRM domain: defining social CRM