Erfolgsmessung von Social CRM: Der Weg von Social CRM-Zielen zu Kennzahlen

Reinhard Jung, Christiane Lehrer, Tobias Mirsch

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

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.
Original languageGerman
JournalControlling: Zeitschrift für erfolgsorientierte Unternehmenssteuerung
Volume28
Issue number4-5
Pages (from-to)235-240
Number of pages6
ISSN0935-0381
DOIs
Publication statusPublished - 2016
Externally publishedYes

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