1. Towards Social CRM -
Scoping the concept and guiding research
Bled eConference 2013
Prof. Dr.
Reinhard Jung
Bled,
11.06.2013
Tobias
Lehmkuhl, P
hD student

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Background
 Web 2.0 & Social Media provide new
opportunities for customer-centric
management
 Social CRM in practice immature
 Market analysts & scholars call for
new & holistic approaches
 Success factor for CRM projects is
clear understanding on major
concepts
Social CRM as promising approach to integrate Web 2.0 in CRM
RQ1: Definitions
RQ2: Objectives & effects
RQ3: Organizational approaches
Background & objectives
Basis for further research

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There are numerous opinions and approaches in regards to Social CRM
Potential knowledge sources
Consultancies Service provider/blogger Scholars

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A state-of-the-art literature review provides consolidated view of research
Research approach (vom Brocke et al. 2009)

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Scholarly research on Social CRM started in 2008 but is still in its infancy
Subject area
Perspective
Accounting
/Finance
CRM IS Management Marketing Psychology
Service
Mgmt
Strategy ∑
Effects 1 1 1 3
IT-Systems/Tools 2 2 4
Org. determinants 1 4 2 7
Processes 1 1 1 3
Relationship cycle 1 1 2
SCRM Models 2 1 1 1 5
User behavior 1 1 1 2 1 1 7
∑ Publications 1 4 7 2 11 1 2 3 31*
* Number of relevant scientific publications between 2008-2012
Database search

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Social CRM is a transformative endeavor to facilitate two-way (B2C/C2C) interaction
RQ 1: Definitions
Social CRM is… (Greenberg, 2010)
a philosophy and a business strategy….
supported by a technology platform, business rules, processes &
social characteristics…
designed to engage the customer in a collaborative conversation..
in order to provide mutually beneficial value in a trusted &
transparent business environment.
What is the scope and difference of Social CRM vs. traditional CRM?
Which target groups are addressed by Social CRM?
What is the difference between Social CRM and Web 2.0?

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Objective is building long-term relationships based on high web-user engagement
RQ 2: Objectives & effects
Stimulating «Customer engagement» Measures & Effects
Traditional
measures
«Social»
measures

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Organizational approaches towards Social CRM are mainly conceptual
RQ 3: Organizational approaches
Publication’s perspective No pub.
Effects 3
IT-Systems/Tools 4
Org. determinants 7 Customer knowledge management
Processes 3 Organization focused management
Relationship cycle 2 Customer focused management
SCRM Models 5 Conceptual work to understand SCRM
User behavior 7
Comprehensive frameworks that integrate Web 2.0 in CRM
Specification of consumer data to make business more efficient
Identify top X% of a community

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“How can organizations
strategically
deploy Web 2.0 in their CRM
to ensure value creation
for themselves
as well as their target groups?”
There is an opportunity for applied and design oriented research
Concluding remarks
Customer Management vs. Customer Engagement
Management innovation & cultural changes
Adapt structures (literature) vs. Greenfield approach
Project approaches vs. business transformation
Building blocks of Web 2.0
Difference Web 2.0 vs. Social CRM Management
(Measureable) contribution of SCRM
Social Media data integration
Social Media content management strategies

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Further research is on designing a strategic Social CRM framework
Social CRM Framework
SCRM
strategy
SCRM Information Management
SCRM
value
creation
SCRM
performance
measuring
Multi-
channel
integration
SCRM
readiness
assessment
SCRM Project Management & Change Management
Employee-
engagement
Web-User engagement model

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Thanks for your attention
Tobias Lehmkuhl
Research Assistent, PhD student
tobias.lehmkuhl@unisg.ch
Tobias Lehmkuhl
@TobLehmkuhl