Increasing the Quality of Customer Relationship Management through Web-Based Social Platforms

All marketing specialists agree that it is much more difficult to gain a new customer than to keep an existing one. Customer satisfaction is the main goal envisaged by all organisations, irrespective of their branch of activity. The rise of the Internet and the emergence of new technologies have provided marketers with powerful tools to increase the quality of customer relationships. Web-based social platforms are nowadays the ultimate media channel used, due to their wide acceptance, numerous benefits, challenge for innovation and creativity, and customer's appetite for digitalisation and feeling of emotional connection with brands. This new reality requires a revision of the customer relationship management systems in the light of their adaptation to the new digital social media. Strategies for increasing the quality of customer relationships are revised, and new strategies are proposed in the light of the current explosion of web-based social platforms usage.