CRM (Customer relationship management) is the relationship between the brand and the customers
and is an essential business practice. This research aims to define the advantages of incorporating
social media into CRM plans for businesses and how the relationship between marketing and its
customers can be better after the advent of social media, once marketing is more than just attracting
new customers, but also about keeping the existing ones and building loyalty relationships.
A survey among the general public was conducted to collect customer perspectives on recent changes
in how companies use social media to conduct their CRM and marketing strategy. Interviews were
also conducted with customer service managers to address how management sees these changes in
the corporate environment. A comparison between generations showed that, surprisingly, some
millenniums still use traditional channels, such as phone lines, when needed to contact companies,
even with the boom of the internet and social networks. Also, customers are looking for new products
and services primarily based on brand reputation. From the customers' perspective, companies that
are not engaged or lack presence can leave a bad reputation between them.
Social networks can help businesses collect, store, and analyse data easily, giving important
information to target marketing or profile customers. There are many ways in which social media
strongly influences CRM. Furthermore, companies can observe more powerful social media
influences as these platforms continue to develop and more advanced technology merges other
aspects of CRM.