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The use of social customer relationship management by building contractors: evidence from Tasmania

机译：建筑承包商使用社交客户关系管理：塔斯马尼亚的证据

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摘要

Despite its ever-increasing popularity with consumers and businesses, many organizations are still unsure how to effectively use social media in a marketing context. One way in which building firms can use social media is as a customer relationship management (CRM) tool to improve customer engagement and satisfaction (known as social CRM). In order to explore how social CRM (SCRM) can be used, and is being used by building firms, semi-structured interviews with accredited building practitioners were utilized to collect data on SCRM use in the sector. The data were analysed to determine the factors that influence social media use, the extent of SCRM use, and the ways in which building contractors are using SCRM. It was found that builders are using social media to manage client relationships, but to a limited extent due to the complex nature of the builder-client relationship and a lack of perceived trustworthiness. Building firms favoured a transactional approach to social media use, and preferred not to use formal social media strategies. Builders are also reluctant to use social media to assist them in segmenting customers by their value to the firm. For effective social media use, builders may consider two main issues: SCRM strategy and customer-value segmentation to develop profitable customer relationships.
机译：尽管它在消费者和企业中越来越受欢迎，但许多组织仍不确定如何在营销环境中有效使用社交媒体。建筑公司可以使用社交媒体的一种方式是作为一种客户关系管理（CRM）工具来提高客户参与度和满意度（称为社交CRM）。为了探索如何使用社会CRM（SCRM），以及如何将其用于建筑公司，我们利用与认可的建筑从业人员的半结构化访谈来收集有关该部门SCRM使用的数据。分析数据以确定影响社交媒体使用，SCRM使用范围以及建筑承包商使用SCRM的方式的因素。发现建设者正在使用社交媒体来管理客户关系，但是由于建设者与客户关系的复杂性以及缺乏可感知的信任度，建设者在一定程度上受到了限制。建筑公司偏向于使用交易方式使用社交媒体，并倾向于不使用正式的社交媒体策略。建造者也不愿使用社交媒体来帮助他们按照他们对公司的价值来细分客户。为了有效地使用社交媒体，构建者可以考虑两个主要问题：SCRM策略和客户价值细分以建立可盈利的客户关系。

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