Socijalni CRM u središtu inovativnog procesa

Marta Alić, Marinko Žagar


Nove digitalne tehnologije dovele su do novih načina komunikacije korisnika koji su stalno online, povezani i donose odluke o kupovini prema drugačijim obrascima od dosadašnjih. Sa sve većim mogućnostima interakcije i kanalima informiranja raste i izazov za kompanije da se prilagode novonastalim odnosima i iskoriste iste u stvaranju te pozicioniranju svojeg mjesta na tržištu. Korištenjem novih alata u svom poslovanju one mogu iskoristiti doprinos korisnika kao polugu u stvaranju novih vrijednosti i proizvoda i usluga koje će biti usmjerene upravo na njihove želje. Kao rezultat formira se suradnja koja mijenja sam proces inovacije u konačnici te stvara nove oblike poslovnih modela na način koji je opisan u ovom radu.

Ključne riječi: upravljanje s kupcima, socijalni mediji, socijalni CRM, inovacija

Social CRM in a center of innovation

Marta Alić, Marinko Žagar


New digital technologies have led to new ways of communication between users who are constantly online, connected and make buying decisions according to different patterns, leading to the new buyer’s journey. With the increasing possibilities of interaction and growing information channels the challenge for companies has arose to adapt to the new relationships and take advantage of the new technologies in positioning themselves in the market. Using new tools in their operations, they can take advantage of user-contribution as a lever to create new values, products and services, which will be directed precisely to customers’ expectations. As a result the cooperation is forming, that changes the very process of innovation and ultimately creates new forms of business models in a way that is described in this paper.

Keywords: customer relationship management, social media, social CRM, innovation

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