| Author | Melany, Anie |
| Call Number | AIT Thesis no.IM-09-04 |
| Subject(s) | Customer relations--Management--Software
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| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science in Information Management, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. IM-09-04 |
| Abstract | Many companies nowadays perform customer-oriented business strategy to maintain and retain their valuable customers and partners. Social software, a people-centric technology, has a great potential to be adopted in collaborative CRM to support and maintain relationship with customers and business partners by improving communication and collaboration. This study uses a case study in an insurance company which focused on the relationship between the company and its agents. The social software integration into collaborative CRM required a thorough analysis to determine which social software tool that fits the company’s need and support the company’s objectives. This study found that top management support was the key driver of social software integration into collaborative CRM. The company and user participation were also the factors that affect the success of social software implementation. The social software integration itself created an opportunity for the company to perform an interactive information and knowledge sharing with its agents. Both the company and agents experienced a different way of communication which affects their attitudes and mindset of openness in working. The social software evaluation which was performed at the end of the study showed that the users agreed that the blog was a useful media to share information and knowledge and it supports them in working. They also believed that the blog can improve communication and cooperation between the company and its agents. |
| Year | 2009 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. IM-09-04 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Vatcharaporn Esichaikul; |
| Examination Committee(s) | Donyaprueth Krairit;Janecek, Paul; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 2009 |