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CRM in the digital age: implementation of CRM in three contemporary B2B firms

机译:数字时代的CRM:在三家当代B2B公司中实施CRM

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摘要

Purpose– The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies.Design/methodology/approach– The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms.Findings– CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will not necessarily change. Understanding the customer is vital and requires different functions to cooperate closely to ensure the firm has the best possible understanding of its customers. Public social media tools played almost no part in CRM, but closed social media systems might have potential in the future.Research limitations/implications– The chosen research approach limits the generalization of the results.Practical implications– It seems likely that firms will benefit from a collaborative working style over the traditional silo approaches. For B2B firms, public social media does not seems to be the most suitable source to serve CRM but private social media channels might have potential in the future.Originality/value– The lack of empirical examination of the change from company ecosystem to customer ecosystem from a CRM perspective, and the lack of research on social media for CRM in the B2B context, determines the purpose of this study. Furthermore, digitization is a rather new and unstructured phenomenon and many companies are still considering how to reconcile to it.
机译:目的–这项研究的目的是通过检查CRM的作用和目标以及利用社交媒体服务于CRM的目标,从客户关系管理(CRM)的角度为当前有关公司营销数字化的讨论做出贡献。当代企业对企业(B2B)公司。设计/方法/方法–数据是通过与来自三家B2B公司的主要营销/销售经理的半结构化主题访谈来收集的。发现– CRM似乎越来越接近公司的核心活动和成为每个人的业务的程度比以往任何时候都大,但是其主要目标(增强客户关系)并不一定会改变。了解客户至关重要,需要不同的职能部门密切合作,以确保公司对客户有最佳的了解。公共社交媒体工具几乎不会在CRM中发挥任何作用,但封闭的社交媒体系统在未来可能具有潜力。研究局限/含义-选择的研究方法限制了结果的概括。实际意义-公司似乎将从中受益传统筒仓方法之上的协作工作风格。对于B2B公司而言,公共社交媒体似乎不是最适合服务CRM的来源,但私人社交媒体渠道在将来可能具有潜力。原创性/价值–缺乏对从公司生态系统到客户生态系统的变化进行实证检验的经验CRM的角度以及在B2B上下文中缺少针对CRM的社交媒体的研究,决定了本研究的目的。此外,数字化是一个相当新的,无组织的现象,许多公司仍在考虑如何与之协调。

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    Lipiäinen, Heini;

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  • 年度 2015
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  • 正文语种 eng
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