Assessment Schema for Social CRM Tools : An Empirical Investigation

This paper presents an assessment schema for Social CRM tools based on an empirical investigation. A constraining factor regarding the implementation of Social CRM tools (e.g., Engager, Demand Media etc.) is a lack of corresponding comparability of the different features (e.g., analysis of individual data, CRM interface etc.). Little research has been conducted on the assessment of Social CRM tools, and even less have used empirical investigations to develop an assessment schema for surveying the use of corresponding technologies. To address this gap, the study reveals a quantitative investigation of Social CRM technologies use as well as develops and evaluates an assessment schema for Social CRM tools (i.e., including a processing, communication, IS integration and management dimension). The data is analyzed using a formative measurement model with a surveying sample of 122 marketing, communication and IT decision makers. The results of the measurement model serve as weights for the assessment schema. It can be used to develop values for Social CRM tools with regard to their different ‘use' features and dimensions. A practical application is given for the tool Engager.