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• W2116720019 abstract "A company is no longer only focused on winning market share or increasing demand, but also on customerrelationships, engagement and retention. The idea of improving relationships with customers by using socialmedia is called social customer relationship management (SCRM). The objective of this exploratory research isto define a grid of analysis of a SCRM strategy. To do so, a double analysis was conducted: a qualitative researchon CAC 40 French firms and a quantitative survey on customer’s perception of SCRM. Results show that mostof the French top companies are not considering SCRM as much as customers (generation Y) want them to." @default.
• W2116720019 created "2016-06-24" @default.
• W2116720019 creator A5032867938 @default.
• W2116720019 date "2013-08-19" @default.
• W2116720019 modified "2023-10-16" @default.
• W2116720019 title "A New Strategy for Customer Engagement: How Do French Firms Use Social CRM?" @default.
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• W2116720019 doi "https://doi.org/10.5539/ibr.v6n9p54" @default.
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