According to Gartner (2012) AU16: The in-text citation "Gartner (2012)" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. , Social CRM vendors are organisations that assist in the Social CRM initiative of any large commercial enterprise company. Those vendors segregate themselves from the idea of functions, process workflow, analytics, and ease of use or superior experience brought via professional services (Gartner, 2012 AU17: The in-text citation "Gartner, 2012" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Role of Media Agencies to Implement Social Customer Relationship Management Among Malaysian Organisations
Nafisa Kasem (University of Malaya, Malaysia), Kumaran Suberamanian (University of Malaya, Malaysia), Shahreen Mat Nayan (University of Malaya, Malaysia), and Sedigheh Moghavvemi (University of Malaya, Malaysia)
Copyright: © 2021
|Pages: 17
DOI: 10.4018/978-1-7998-4984-1.ch032
Abstract
This chapter aims to examine the effects of different media agencies on the new media-based customer relationship management of Malaysian organisations. The review provides an essential investigation of the concept, beliefs, points, and execution approaches of social media-based customer relationship management (CRM). In any case, every one of the organisations is not equipped to do such examination independently, so they need to take help from outsider organisations like social media-based CRM vendors, for example, media agency, the organisations that helps them to achieve the desired CRM goals. Hence, to understand the potential of social media-based CRM, it is essential to investigate the different purposes of social media-based CRM vendors and their effect on organisational performance. The information for the examination collected from four such organisations operating in Malaysia that perform activities related to social media-based CRM through semi-structured in-depth interviews.