The integration of social media data into Customer Relationship Management (CRM) strategies - Impact on customer engagement and loyalty in the digital age.

Abstract

The thesis investigates how integrating social media data into a Customer Relationship Management (CRM) system impacts customer engagement and loyalty in the digital landscape. It also focuses on why customer relationships are essential to businesses and how social media offers rich insights that businesses can use to enhance customer interaction and business outcomes significantly.

This thesis rigorously explores these dynamics through qualitative research, drawing on a comprehensive review of existing articles and sources online, as well as an in-depth interview with a CRM consultant. This robust approach helps to identify the benefits of this integration, such as enhanced customer understanding and improved customer relationships. However, it also highlights some challenges, including privacy concerns, data complexity, and the need to align social media strategies with business objectives.

The findings highlight the benefits of increasing customer engagement and loyalty in general and integrating social media data into CRM systems to help businesses thrive in the digital era. They also include some challenges businesses must overcome and recommendations for overcoming them. The thesis also calls for more profound research into the topic.