Abstract
This chapter describes the new emancipation of customers, which was largely driven by social media or made possible in the first place. Different forms of strategic integration of service into existing social media activities are discussed and the special features of social service and social CRM are presented.
If you want to have an effect on other people, you first have to speak to them in their language. (Kurt Tucholsky)
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Further Reading
Alt, R., & Reinhold, O. (2016). Social customer relationship management, Grundlagen, Anwendungen und Technologien. Springer Gabler.
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Babka, S. (2023). Social Media and Customers. In: Social Media for Leaders . Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-42351-3_10
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DOI: https://doi.org/10.1007/978-3-658-42351-3_10
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