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

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

Agostino Marengo (University of Bari - Osel Consulting s.r.l. Bari, Italy), Alessandro Pagano (University of Bari - Osel Consulting s.r.l. Bari, Italy) and Alessio Barbone (University of Bari - Osel Consulting s.r.l. Bari, Italy)
Copyright: © 2013 |Pages: 15
DOI: 10.4018/jtd.2013010101
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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.
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2. Online Brand Reputation

In general, the brand reputation can be defined as the value perceived by the consumer with respect to the company or the products thereof (Accoto, 2007).

Unlike in the past where the online reputation was an intangible concept, entrusted to the collective memory, today becomes a concrete business card (Di Dio, 2011). Concrete as the user navigates the web to search for information about a product, compares to the consumer that has had the product experience and tells back: their exchange of views is available for millions of users, some of whom may choose to participate, share or take the discussion on other channels. The complex of opinions, emotions, experiences and values ​​expressed tells everyone the reputation of that product.

The interception, analysis and interpretation of online conversations are essential activities for the protection of visibility, reputation and credibility of the parties involved: individuals, companies, brands, services and products.

For the company, dealing with the “perception” of his online brand becomes a key theme that requires the involvement of the business areas of Marketing, Communications, Customer Care and Quality (Bollen, n.d.). Monitor, protect and enhance the company's image also means creating an income for the future, based on public confidence and positive emotions associated with its products and services.

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