Social Media as Social Customer Relationship Management Tool

Abstract

Customer Relationship Management (CRM) is the process of managing a business's interaction with current and future potential customers. This instrumental case study aims to study and explain the role of social media as Electronic Customer Relationship Management tool (ECRM) in health care and tourism context by using Jordan Medical Directory company as a case study, we identified how using social media in communicating and managing customer's requirements as eCRM technique affects institution efficiency, the result proved the significant positive role of social media in managing customers relation starting from acquisition, passing by retention, and finally termination, data collected through personal and phone interviews in a time frame of one month.