Empathetic Approach to Customer Orientation for Social CRM and ECRM

Abstract

The rapid rise of powerful social customers has drastically changed the ECRM landscape. Social CRM (SCRM) emerged as an ECRM for companies to enable customer relationship management (with social customers) utilizing social technology. Despite the many applications that are labeled as SCRM, there is a dearth of guidelines for SCRM design and development. Many companies are trapped using social media as just another communication channel, and have naively applied traditional Electronic CRM (ECRM) practices on social platforms based on a model of exchange that centers on goods (e.g., goods-dominant logic or G-D logic), with value created by the firm and relationship implying multiple transactions of value-laden output. Many organizations are familiar with using CRM (Customer relationship management) to manage and enhance the customer relationship. Good customer relationship can bring great benefits and a competitive advantage to organization. And in this era of technology, CRM that consists of ECRM (Electronic customer relationship management) is acknowledged as another potential solution for business. The purpose of this study is to map SCRM with ECRM for fast moving consumer goods while focusing on customer centric approach. In the chapter focuses on different ECRM key factors and their relationship in order to improve customer relationship through the use of ECRM. Our conclusion is that in order to improve the performance of ECRM, an organization should choose ECRM technology that suits with organization strategy and practice as well as employees’ technology and service capabilities.