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Social Media and Social CRM

Abstract : The main aim of the paper is to analyse social CRM, specifically Facebook communication of mobile operators in the United States, the Czech Republic, and France to examine the state of social customer care on social networking sites and consider possibilities, need for automatization and improvement of EIS. The analysis is based on messages and answers posted on Facebook pages and measuring the response time on over 1.3 million unique questions. It identifies trends, looks for certain repeating patterns or correlations and as a result offers a comprehensive report on the current use of social media as a channel for customer care amongst mobile operators. The theoretical background will also propose an advice on how to maintain a healthy relationship with customers on social networks and add a real value both for customers and company.
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Antonín Pavlíček, Petr Doucek. Social Media and Social CRM. 10th International Conference on Research and Practical Issues of Enterprise Information Systems (CONFENIS), Dec 2016, Vienna, Austria. pp.77-87, ⟨10.1007/978-3-319-49944-4_6⟩. ⟨hal-01630534⟩

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