THE ROLE AND NATURE OF SCRM IN AUSTRALIAN PRIVATE SECTOR: AN EXPLORATORY STUDY

Social Customer Relationship Management (SCRM) is an emerging concept that includes strategies, processes and technologies to link social media with the existing approach to traditional CRM. It is a corporate strategy for engagement with customers rather than simply a technology upgrade and not a replacement of traditional CRM. Even though the body of knowledge on the subject is vast, it is scatted due to the lack of research on this topic,...