Research Article

소셜 CRM의 재정의? 프로미스 기반 소셜 CRM 모델과 기업 적용

Karol Jacewicz¹ · 조준서²

¹ Hankuk University of Foreign Studies, ² 한국외국어대학교

발행: 2012년 1월 · 16권 4호 · pp. 165-201

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초록

소셜CRM에 대한 현대적인 접근 방법에 대해서 소개하고 소셜CRM개념의 재 정의 과정에서 해결될 수 있는 주요 문제와 불분명한 이슈에 대해 논의한다. 또한 관계, 기술진화, 확대측면에서 소셜CRM의 이론적인배경에 대해서 논의한다. 기술 및 마케팅 환경의 폭넓은 이해가 자연적인 진화에 의해 발생되었고, 기업과고객 사이의 상대적 힘의 균형이 분열되었지만 (서비스와 관계 마케팅에서 고객 관계 관리를 통한 소셜CRM으로), 마케팅에서 관계 사용에 대해 지속적 변화가 논의되고 있다. 이 논문에서는 소셜CRM과 그 관점에서 수집 한 지식을 기반으로 소셜CRM 캠페인 수행과 운영을 통해소셜 고객의 중요성을 확인하고(기업의 의사소통 참여에 관계를 맺거나 억제하는), 새로운 약속기반 소셜CRM 모델을 제시하였다.

키워드: Social CRMRelationship marketingSocial ClientPromise-based

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