Social Customer Relationship Management (SCRM) enhances the traditional customer relationship management (CRM) by integrating the new possibilities of Web 2.0. Despite increasing social media activities, companies are still lacking methods to quantify the contribution of social media to company targets. This article presents a structured approach that helps companies to translate their SCRM targets into measurable performance indicators.
|Journal||Controlling: Zeitschrift für erfolgsorientierte Unternehmenssteuerung|
|Number of pages||6|
|Publication status||Published - 2016|