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  5. COVERING SOCIAL NETWORKS BY THE CRM SYSTEMS

COVERING SOCIAL NETWORKS BY THE CRM SYSTEMS

I.A.Ushakova, S.A.Panasenko
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It was just a few short years ago the idea of Social CRM began being discussed. The most vibrant conversations were around social media's impact on marketing, branding, and promotion. Over past few years Social CRM has gone from "just talk" to products, services and processes that are bringing the best of both worlds (real and virtual) closer together. CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, 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. It’s the company’s response to the customer’s ownership of the conversation. The challenge for organizations now is adapting and evolving to meet the needs and demands of these new social customers. But many organizations still do not understand the CRM value of social media. Actually social CRM is about moving from fans and followers to customers and advocates.
Keywords: customer relationship management (CRM), Social CRM, Internet, social network