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2014 | 5 | nr 4 | 65--80
Tytuł artykułu

Social CRM for Customer Knowledge Management

Warianty tytułu
Social CRM jako wsparcie zarządzania wiedzą o klientach
Języki publikacji
The recent development and expansion of Web 2.0 technologies have created remarkable opportunities for Customer Knowledge Management (CKM). The goals of this paper are to analyze how organizations can apply Social CRM (social technologies integrated with traditional CRM systems) systems for CKM and to investigate what benefits they may derive from the use of social technologies. To achieve these objectives, the article shows the concept of Social CRM, differences between CRM and SCRM, and a review of CKM models presented in the literature. Then, there are indicated the possibilities of using SCRM solutions in the processes of customer knowledge management, and there are presented examples of the use of different types of social media in the management of different types of customer knowledge. (original abstract)
Rozwój i ekspansja technologii Web 2.0 stworzyły nowe możliwości w zakresie zarządzania wiedzą o klientach (Customer Knowledge Management - CKM). Celem niniejszego artykułu jest analiza, w jaki sposób organizacje mogą zastosować rozwiązanie, jakim jest social CRM (technologie web 2.0 zintegrowane z tradycyjnym systemem CRM) w obszarze CKM i zbadać, jakie korzyści mogą z tego wynikać. Aby zrealizować te cele, w artykule przedstawiono koncepcję social CRM (SCRM), różnicę pomiędzy CRM i SCRM oraz przegląd modeli CKM prezentowanych w literaturze. Następnie wskazano możliwości wykorzystania rozwiązań SCRM w procesach zarządzania wiedzą o klientach oraz prezentowano przykłady zastosowania różnych rodzajów mediów społecznych w zarządzaniu różnymi typami wiedzy o klientach. (abstrakt oryginalny)
Opis fizyczny
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