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Integrating a social software into collaborative customer relationship management

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dc.contributor.advisor Vatcharaporn Esichaikul (Chairperson) en_US
dc.contributor.advisor Donyaprueth Krairit (Member) en_US
dc.contributor.advisor Janecek, Paul (Member) en_US
dc.contributor.author Melany, Anie en_US
dc.date.accessioned 2015-01-12T10:46:26Z
dc.date.available 2015-01-12T10:46:26Z
dc.date.issued 2009 en_US
dc.identifier.other AIT Thesis no.IM-09-04 en_US
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/637
dc.description 76 p. en_US
dc.description.abstract Many companies nowadays perform customer-oriented business strategy to maintain and retain their valuable customers and partners. Social software, a people-centric technology, has a great potential to be adopted in collaborative CRM to support and maintain relationship with customers and business partners by improving communication and collaboration. This study uses a case study in an insurance company which focused on the relationship between the company and its agents. The social software integration into collaborative CRM required a thorough analysis to determine which social software tool that fits the company’s need and support the company’s objectives. This study found that top management support was the key driver of social software integration into collaborative CRM. The company and user participation were also the factors that affect the success of social software implementation. The social software integration itself created an opportunity for the company to perform an interactive information and knowledge sharing with its agents. Both the company and agents experienced a different way of communication which affects their attitudes and mindset of openness in working. The social software evaluation which was performed at the end of the study showed that the users agreed that the blog was a useful media to share information and knowledge and it supports them in working. They also believed that the blog can improve communication and cooperation between the company and its agents. en_US
dc.description.sponsorship AIT Fellowship en_US
dc.language.iso en en_US
dc.publisher Asian Institute of Technology en_US
dc.relation.ispartofseries AIT Publications; en_US
dc.subject Social software en_US
dc.subject People-centric technology en_US
dc.subject Collaborative Customer Relationship Management en_US
dc.title Integrating a social software into collaborative customer relationship management en_US
dc.type Thesis en_US


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