CIO Considerations for CRM in a Social Media World-Part 2
Nipa Avlani, Megan Everett, Jennifer Gibson, Joshua Stine
University of Arizona Eller College of Management graduate team
George Anderson, Architect, Microsoft Services
This white paper provides lightweight guidance and tools to help leaders understand, align, and inject social media processes into their organizations’ customer relationship management (CRM) strategy. This paper provides the CIO and other executive leaders with a taxonomy, a measurement process, a profiling tool, a social CRM model, and a social CRM goals matrix, all of which can help expand IT’s role as a partner in implementing a socially informed CRM strategy. The material follows up on the background and context set in Part I of this white paper
, helping readers garner a better understanding of the various social media platforms, their impact on various processes in the CRM cycle, and ultimately how to help an organization achieve its social CRM campaign goals.