Social Customer Relationship Management

Fundamentals, Applications, Technologies

  • Rainer Alt
  • Olaf Reinhold

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xv
  2. Rainer Alt, Olaf Reinhold
    Pages 1-19
  3. Rainer Alt, Olaf Reinhold
    Pages 21-55
  4. Rainer Alt, Olaf Reinhold
    Pages 57-80
  5. Rainer Alt, Olaf Reinhold
    Pages 81-102
  6. Rainer Alt, Olaf Reinhold
    Pages 103-109
  7. Back Matter
    Pages 111-115

About this book


Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it.

In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.


CRM customer relationship management customer interaction social media data security case studies

Authors and affiliations

  • Rainer Alt
    • 1
  • Olaf Reinhold
    • 2
  1. 1.Leipzig UniversitySocial CRM Research CenterLeipzigGermany
  2. 2.Leipzig UniversitySocial CRM Research CenterLeipzigGermany

Bibliographic information