SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT USAGE ANALYSIS AND ITS IMPACT ON SUSTAINABLE DEVELOPMENT OF ROMANIAN COMMERCIAL ORGANISATIONS

摘要

An undeniable aspect is the particularly role that customer relationship management plays on sustainable development of the organisation. An argument to support the interests of managers and businessmen for Social Customer Relationship Management (SCRM) is that 5% reduction in the number of lost customers may result in an increase of 25 to 85% of organisation profit. SCRM gives us what we need to get a real perspective on customer, a view into the person, an account or a combination of activities needed to transform an opportunity into a successful business. Social customer relationship management (CRM) tools provide the means to capture profiles data, to create customer experience maps which contribute to the development of customer prospects. This paper presents an analysis of SCRM in Romanian commercial companies generally, exemplifying this analysis in a Romanian company whose main activity is beekeeping, due to the fact that it was reported that this kind of companies are faced with a lack of interest on the use of SM in their CRM systems. The subject of the research is to measure the impact generated by the SCRM on this kind of company performance, and the extent to which this impact is perceived by the management staff as effective and efficient, leading to performance.