Social Software in Customer Relationship Management: A Study Exemplified in Instant Messaging Networking

During the fast growth of social media and software, social networks are forcing companies to increase activities in their traditional Customer Relationship Management (CRM) systems. The relationship between companies and customers changed years ago: the customer has obtained more and more control over it through the communication channel, regarding the company and its products, so companies must respond to this change. In this chapter, we present PurpleBee, a tool on top of Instant Messaging networks that serves as a communication point between the company and their customers. The application manifests itself as a “buddy” on the list of buddies the customer has on his IM service and allows him to interact in different ways with the company through sending and receiving Software Agents.

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