Table 2 Business processes improved as a result of the implementation of the SCRM-IRIS methodology in the case study
From: Social customer relationship management: taking advantage of Web 2.0 and Big Data technologies
Department | Business process |
|---|---|
Strategic management | Real-time analysis of the competitive environment |
Detection of changes in the competitive environment | |
Data-driven decision-making | |
Strategic planning | |
Operations | Troubleshooting in the products/services offered |
Increasing the quality of the products/services offered | |
Offering an efficient catalogue of products/services based on sales trends analysis | |
Research and development | Monitoring the performance and quality of the products/services offered |
Identifying the needs of customers of new products/services | |
Identification of improvements in the products/services offered | |
Marketing/sales | Analysis of customer information |
Identification of potential customers | |
Identification of the most valuable customers | |
Analysis of competing companies | |
Gathering information about customers’ needs | |
Research about the company image | |
Service acceptance analysis | |
Monitoring social networks | |
Price monitoring | |
Detection of new releases by competing companies | |
Analysis of relations in social networks | |
Predicting customer behaviour | |
Accurate prediction and awareness of customers’ needs | |
Making real-time customised offers | |
Encourage participation and interaction in every channel | |
Quick reaction to market opportunities | |
Analysis of sales trends | |
Customer assistance | Identifying customers who are at risk of ceasing to be customers of the company |
Analysis of how customers use the company website | |
Monitoring how customers use the products/services offered by the company to detect potential problems and/or improvements |