Editing Customer relationship management (section)

=== Social media ===
[[Social CRM]] involves the use of social media and technology to engage and learn from consumers.<ref>{{cite journal |title=Setting the future of digital and social media marketing research: Perspectives and research propositions |url=https://www.sciencedirect.com/science/article/pii/S0268401220308082 |journal=International Journal of Information Management |access-date=25 June 2023 |date=August 2021|doi=10.1016/j.ijinfomgt.2020.102168 |last1=Dwivedi |first1=Yogesh K. |last2=Ismagilova |first2=Elvira |last3=Hughes |first3=D. Laurie |last4=Carlson |first4=Jamie |last5=Filieri |first5=Raffaele |last6=Jacobson |first6=Jenna |last7=Jain |first7=Varsha |last8=Karjaluoto |first8=Heikki |last9=Kefi |first9=Hajer |last10=Krishen |first10=Anjala S. |last11=Kumar |first11=Vikram |last12=Rahman |first12=Mohammad M. |last13=Raman |first13=Ramakrishnan |last14=Rauschnabel |first14=Philipp A. |last15=Rowley |first15=Jennifer |last16=Salo |first16=Jari |last17=Tran |first17=Gina A. |last18=Wang |first18=Yichuan |volume=59 |hdl=10454/18041 |hdl-access=free |display-authors=4}}</ref> Because the public, especially young people, are increasingly using social networking sites, companies use<ref name="Avery-2014a"/> these sites to draw attention to their products, services and brands, with the aim of building up customer relationships to increase demand. With the increase in the use of social media platforms, integrating CRM with the help of social media can potentially be a quicker and more cost-friendly process.<ref>{{Cite book|last=Roberts-Phelps|first=Graham|title=Customer Relationship Management: How to Turn a Good Business Into a Great One!|publisher=Thorogood|year=2001|isbn=978-1854181190|pages=140}}</ref>

Some CRM systems integrate social media sites like Twitter, LinkedIn, and Facebook to track and communicate with customers. These customers also share their own opinions and experiences with a company's products and services, giving these firms more insight. Therefore, these firms can both share their own opinions and also track the opinions of their customers.<ref name="Tavana-2013"/>

Enterprise feedback management software platforms combine internal survey data with trends identified through social media to allow businesses to make more accurate decisions on which products to supply.<ref>{{Cite journal|title = Customer relationship management from theory to practice: Implementation steps|last = Prasongsukarn|first = Kriengsin|date = 2006|journal = Inspire Research Company}}</ref>