Social CRM: The Impact of Social Media on the traditional CRM

Abstract

The Web 2.0 solutions and Social Media provide new opportunities for Customer Relationship Management. A large number of studies and papers (written in English) have been published since Greenberg has established the definition of Social Customer Relationship Management. This paper reviews state-of-the-art scholarly literature to provide a comprehensive and consolidated view on the current SCRM knowledge base. It reveals different, concurrent opinions, approaches and models, and future directions for research along the dimensions and implementations of SCRM. The models of SCRM were grouped based on the classification of traditional CRM approaches.