The use of social networks within CRM processes

Jan Peloza (2012) The use of social networks within CRM processes. EngD thesis.

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Abstract

The content of this is linked to the field of informatics and the computer support for managing customers' relations using the systems for Customers Relationship Management (CRM). The purpose of the thesis was to investigate the application programming interface (API) of the online social network Facebook, in order to develop applications that will allow the management of customers' relationship of the non-governmental organizations (NGOs). Due to the specific working sector (non-governmental and youth) of the Youth Network No Excuse Slovenia, this organization was selected as a pilot organization to test the applicability and viability of introducing such systems in the everyday life of NGOs. In the first part, intended to draw definitions, the thesis elaborates the tasks of CRM systems and places them in the wider concept of information systems' driven business process' management, analyzes the characteristics of the NGOs and their needs to be supported by information systems, presents some possible CRM systems for a specific sector and explains how Facebook applications work. In addition, the mission and workplan of the Youth Network No Excuse Slovenia is presented. The following chapter is focusing on Facebook applications' development and presentation of all components and functions of the Facebook API. A special emphasis is given to the new paradigm of the semantic web services and the analysis of the Facebook API features for creating CRMs. The third part compares the online social network Facebook with other CRMs and presents the existing Facebook CRM application Agora Pulse. The analysis of the application and the network itself showed that Facebook is already a »kind of a CRM«, while the Agora Pulse application is a free tool that in a clever way connects with Facebook functions and adds additional value to it. The last part of the thesis focuses on the practical analysis of the above-mentioned Facebook CRM application and considers the possibility of its inclusion in the Youth Network No Excuse Slovenia on the basis of an analysis of its customers.

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