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A System Architecture for Integrating User Activities in Social Networks with Customer Relationship Management
ISBN
978-3-86360-132-4
Type
conference paper
Date Issued
2016
Author(s)
Editor(s)
Nissen, Volker
Stelzer, Dirk
Straßburger, Steffen
Fischer, Daniel
Research Team
IWI5, Competence Center Social CRM
Abstract
Companies have long recognised that their participation in social networks is expected by existing and new potential customers, who request support, provide feedback to products they own, post complaints and exchange views about the company, for example. Information systems are required for identifying relevant user activities that must be dealt with in a given time. Therefore, existing social media tools provide analytical functions. The integration of these tools and/or social networks directly with Customer Relationship Management (CRM) systems, however, is still sparse. We propose a system architecture for integrating user activities in social networks with CRM, which describes eight subsystems and serves as a construction plan to implement an integration software. The research follows the process of a design science research and includes proposed components of related system models from existing literature. Parts of the architecture have been evaluated in the context of a software-prototype that creates opportunity-tickets based on new posts, and thereby triggers the lead management process of a consulting company.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Multikonferenz Wirtschaftsinformatik (MKWI) 2016
Publisher
Universitätsverlag Ilmenau
Publisher place
Ilmenau
Volume
Bd. 2
Start page
1179
End page
1190
Event Title
Multikonferenz Wirtschaftsinformatik (MKWI) 2016
Event Location
Illmenau
Event Date
09.-11.03.2016
Subject(s)
Division(s)
Eprints ID
247954