IMPLEMENTATION OF SOCIAL CRM IN AN AUTOMOTIVE COMPANY: MONITORING CUSTOMERS PREFERENCES AND IMPROVING BRAND AWARENESS

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. Specifically, it is a strategic tool that enables companies to manage multiple social networks' accounts through a single access point, thereby increasing the capacity to generate and manage leads constantly. The main goal of this research project consists on the implementation and experimentation in a target company (automotive field) context of a data model developed after a preliminary study of the state of the art and company's information system situation, in order to ensure the proper transfer of innovation into business processes. Fuzzy methodology was used in order to assess and verify results and collected data.