Customer Context and Social CRM: A Literature Review and Research Agenda

Social Media have emerged as further source of information for businesses. Data from Social Media have the potential to enable companies in better understanding and serving their customers. This requires the combination of two perspectives – the inside-out view underlying traditional CRM applications on the one and the out-side-in view inherent in the rather dynamic and situation-specific data from e.g. So-cial Media on the other hand. The latter form the basis for understanding customer context, which is explored in this paper. This paper contributes to existing research by developing a customer context model and related information through conducting a structured literature review. It then proposes a matching of Social Media data from Twitter to the model and discusses available data sources of context infor-mation. The overall aim is to support customer-dominant business strategies by building up on the Social CRM approach.

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