Social CRM Tools: A Systematic Mapping Study

Abstract

The evolution of Web 2.0 has allowed the development and success of social media, which has brought about drastic changes in how people interact in the online environment. One of the phenomena related to this fact is the massive production of user-generated content that is seen as a powerful data source on customer behavior. These data allowed innovation in existing approaches such as Customer Relationship Management (CRM), which led to a concept known as Social CRM. This concept aims to use and integrate information from social media and traditional CRM systems through IT tools, to improve the reliability of results, and to provide new types of analysis. Social CRM tools, however, has different challenges and limitations concerning their analytical potential. Given this gap, this paper explores the current tools used for Social CRM through a systematic mapping study.