Abstract
Before dealing with the particulars of social CRM, the concept of classical CRM first needs to be specified. As distinguished from the product life cycle, customer relationship management is based on the concept of the customer relationship life cycle. This involves the development of the relationship of individuals or a company or a corresponding group of individuals or companies to a specific company. Such an analysis helps us to recognize how this relationship (e.g., as measured by the customer value) between a customer and a company develops over time. We can differentiate three core phases (cf. Fig. 7.1):
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Kreutzer, R.T., Land, KH. (2015). Social CRM: The New Rules of the Game in Leading Customers. In: Digital Darwinism. Copernicus, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-54401-9_7
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DOI: https://doi.org/10.1007/978-3-642-54401-9_7
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