Analytics and Performance Measurement Frameworks for Social Customer Relationship Management

Abstract

This chapter provides an overview of the analytics and performance measurement frameworks for social customer relationship management (SCRM). Based on a review of academic research and industry practices, the chapter discusses the limitations of traditional CRM, and the technology and analytical capabilities that support SCRM. The chapter also provides a review of existing measurement frameworks for SCRM strategies and outlines the various metrics that have been proposed and/or are currently in use as part of SCRM systems. Furthermore, in view of the opportunities and challenges of big data and the social media environment, the chapter highlights current business practices as well technology and analytics trends that facilitate the implementation and maintenance of SCRM systems.

Data Analytics in CRM Processes: A Literature Review

“…Among the seven data mining techniques, clustering (7 out of 51 articles, 14 %) is the most common data mining technique for which data analytics is used to support decision making. [20], [22], [23], [32], [36], [38] [35], [42], [51], [55], [59] Full list of reviewed publications with classification is available at https://drive.google.com/open?id=0Bwp9RlyV--pwcFg1dC1kSzlMNG8 VI. CONCLUSION Application of data analytics in CRM is an emerging trend in the industry.…”

“…Among the four CRM dimensions, customer development (19 out of 51 articles, 37.3 %) is the most common dimension for which data analytics is used to support decision making. [18], [27], [40], [46] , [47] , [50], [55], [67] Customer Attraction 16 31 % [19], [20], [29], [34], [37], [44], [45], [49], [52], [53], [57], [59], [61], [65], [66], [68] Customer Retention 7 14 % [17], [21], [24], [26], [28], [35], [64] Customer Development 19 37 % [3], [22], [23], [25], [30], [31], [32], [33], [36], [38], [42], [43], [48], [51], [56], …”