An Assessment of Customer’s Preferences and Improve Brand Awareness Implementation of Social CRM in an Automotive Company

Abstract

The huge amount of online conversations that arises from the new means of communication between users, if analyzed and capitalized, is an important resource for companies and brands alike. Thus, a fundamental tool for the management of the relationship with customers such as CRM seems to be exceeded. The concept of a Social CRM platform was born with the objective of filling the gap between brand and customers connected to various social networks, allowing both parties to achieve tangible benefits from active participation. The key objective of this research involves the implementation of a Social CRM system, which is not yet present on the automotive market. The work starts through the identification and implementation of an experimental prototype that can define and highlight a methodological and technological best practice in the integration of heterogeneous components of an information system composed of independent software and continues with the definition of an integrated system that allows innovative Business Intelligence activities.