CRM v éře sociálních médií

Abstract

The aim of the work was to know how companies can gain from the social media power utilizing it in CRM system. It was investigated that integration of social media channels into current CRM platforms can influence customer service as well as customer loyalty. There was used a mixture of both qualitative and quantitative research methods with an abductive approach. As a research method was chosen a single unique case study which implemented interviews, netnographic observations and customer survey as the data collection methods. To help the process of gathering empirical data and discussing the results to answer the research questions, the thesis used a theoretical knowledge in the field of CRM, Social Media, Social CRM, customer service and loyalty.

Author found out that integration of social media into CRM influences customer service as well as customer loyalty. The main effects are increased opportunity to collect feedbacks from customers instantly and insights into their preferences which help company to improve the service offered. Customer engagement is the way that enables to collect that feedback and insights. Even though customers currently prefer old ways of interaction with company, the research has shown that they would tend to social media if they have the right opportunity. Ultimately, this leads to customers who return to the company and recommend their services further.