Loyalty Strategy and Social-CRM

Abstract

Always on the lookout for novelty and innovation, companies are using social networks, which now occupy an important place in our daily. Users of social networks constitute a new target for retailers looking to evolve their loyalty programs. Through Facebook or twitter accounts, the company can develop a profile of the user and have an idea regarding their interests... Therefore, companies have a lot of opportunities through social CRM, to communicate, to develop their relationship programs and, in fine, to retain their customer. Although the social CRM is perceived as a business strategy it requires a technology platform, rules, processes and social characteristics. To ensure interaction with these tools, the company should ensure that the consumer adopts them in an abundant manner. This paper aims at examining the emergence of interaction across internet tools, the importance of managing customer relationship through social CRM and the determinants of why consumers adopt these tools by studying the case of Facebook in emerging countries.