Social CRM: Biggest Challenges to Make it Work in the Real World

  • Fábio LobatoEmail author
  • Márcia Pinheiro
  • Antonio JacobJr.
  • Olaf Reinhold
  • Ádamo Santana
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 263)


The ways of communication and social interactions are changing and web users are becoming increasingly engaged with Online Social Networks (OSN). This fact has significantly impact in the relationship mechanisms between companies and customers. Thus, a new approach to perform Customer Relationship Management (CRM) is arising, the Social CRM (SCRM). Aiming to identify state of art, a literature review was conducted to demonstrate the current state of knowledge about the topic. In addition, expert interviews and events organized by researchers involved in this project, helped in challenges validation. As main contributions, it is possible to highlight: (i) identification, categorization and discussion of SCRM most prominent challenges; and (ii) construction of a SCRM service portfolio; (iii) estimation of the distance between state of art and state of practice. Therefore, the results obtained point out a number of future research directions, demonstrating that Social Customer Relationship Management is an emerging and promising research topic.


Social media Customer relationship management On-line social networks 



The research is partly supported by the German Academic Exchange Service (DAAD); National Council for the Improvement of Higher Education (CAPES); National Council for Scientific and Technological Development (CNPq); and Amazon Foundation for Studies and Research (Fapespa).


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Fábio Lobato
    • 1
    • 2
    Email author
  • Márcia Pinheiro
    • 1
  • Antonio JacobJr.
    • 1
    • 3
  • Olaf Reinhold
    • 4
  • Ádamo Santana
    • 1
  1. 1.Institute of TechnologyFederal University of ParáBelémBrazil
  2. 2.Federal University of Western ParáSantarémBrazil
  3. 3.Technological Sciences CenterState University of MaranhãoSão LuísBrazil
  4. 4.Information Systems InstituteUniversity of LeipzigLeipzigGermany

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