Measuring the Success of Social CRM : First Approach and Future Research

Web 2.0 and Social Media provide new opportunities for collaboration and value co-creation. Social Customer Relationship Management (CRM) addresses the opportunities and deals with the integration of Web 2.0 and Social Media within CRM. Social CRM has the potential to enable the, e.g., customer-to-customer support, which results in reducing companies' service costs. In order to measure the success (e.g., cost-savings) of Social CRM activities (e.g., customer-to-customer support) a Social CRM measurement model is indispensable and a prerequisite step for future research. At present, scholars attempt to develop a Social CRM measurement model. This paper presents a systematic and rigorous literature review for the research topic - Social CRM measurement model. The major result reveals the lack of extant literature regarding the research topic. The findings disclose the need for a Social CRM measurement model on an evaluation based foundation.