Exploratory Study of the Companies’ Economic Performance Using a Social Customer Relationship Management

AbstractThe epistemological positioning of scientific approach involves the diversity of the viewpoints of academics and specialists, exclusiveness not being considered. This paper aims to reflect own contributions to the development of management theory and management practice in Romania. First of all, the proposed scientific approach is a positivist approach, because it envisages the interposition of own reflections, an observation of what is happening in the market, an authentic presentation as it is. The main objective of this scientific research is to highlight the importance of social media as a mean of business development by creating new opportunities through promotion and a better brand visibility in the market. In the literature we have outlined a number of methods to assess the way in which companies approach the CRM: call method, the interview, the questionnaire, etc. Quantitative investigation of this paper was conducted based on assessment questionnaire, addressed to the employees of some Romanian companies. The qualitative investigation was conducted at the end of the research, based on analysis and structuring the information obtained. In this paper there were analyzed three elements: management position with the implementation of a CRM system; CRM to SCRM transition and the use of the new SM technologies in the implementation of a CRM system; applying of a SCRM system using social media platforms. As a result of the conducted study it was found that the media is one of the main trainers of public opinion, if not the main, controlling the public sphere. It conveys information, but also it controls and steers the public opinion. Thus, SM can form quickly enough media crisis to lower the public favorability for certain companies or politicians. In this way, by resorting to specific Social Media tools, the companies can obtain crucial information for evaluating the consumer satisfaction, information that would be more difficult to obtain traditionally