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Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP "Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager." ' William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA.

Esta pesquisa explora os efeitos que as novas leis de proteção de dados pessoais implantadas no Brasil e na União Europeia podem provocar na atividade empresarial. Para isto, foi realizado um estudo de caso entre 08 empresas que operam com Social-CRM, realizando uma análise da conformidade de seus sistemas de gestão de dados digitais com o determinado pelas de proteção de dados pessoais. Exploratória quanto ao objetivo, de natureza qualitativa, objeto tratado a partir de um estudo de caso com amostra não probabilística, coleta de dados a partir de pesquisa bibliográfica, observação assistemática e análise de conteúdo como técnica de análise de dados. Demonstra que a efetividade da lei de proteção de dados pessoais irá depender mais de como o processo de tomada de decisão ocorre dentro das organizações do que do processo de fiscalização do estado. Que sistemas de Social-CRM e compliance digital são temas correlatos e indivisíveis e precisam operar de forma colaborativa. É um estudo transdisciplinar entre direito digital e marketing, contribuindo para uma melhor compreensão dos impactos da lei geral de proteção de dados dentro dos sistemas de gestão empresariais modernos, cada vez mais dependentes do tratamento de dados digitais pessoais para tomada de decisão estratégica. Também contribui para o amadurecimento das teorias ligadas ao compliance digital e Social-CRM, na medida que permitem a visualização de problemas legais concretos.

Social media and customer relationships have become ubiquitous, and every organization now depends on both to manage and meet their organizational targets. Most organizations are now finding it necessary to adopt Social Customer Relationship Management (SCRM) to improve their marketing strategies and facilitate customer expectation of continuity. In essence, there has been a public interest in using SCRM on eco‐friendly brands, and these have become inevitable for the new generation of sustainable marketing organizations. This study investigates the effectiveness of SCRM benefits and examines the relationships among customer commitment, customer trust, customer relationship satisfaction, customer relationship quality, and expectation of continuity. The results revealed that relationship benefits positively influence commitment, trust, satisfaction, and relationship quality; likewise, they influence customer expectation of continuity, except trust, which is not significant. The study provides recommendations for managers to maximize the advantages of the relationship to the expectation of continuity.

Purpose
The purpose of this paper is to present a formal verification method to prove the correctness of social customer relationship management (CRM)-based service composition approach. The correctness of the proposed approach is analyzed to evaluate the customer behavioral interactions for discovering, selecting and composing social CRM-based services. In addition, a Kripke structure-based verification method is presented for verifying the behavioral models of the proposed approach.


Design/methodology/approach
Evaluating the customer behavioral interactions using the social CRM-based service composition approach is an important issue. In addition, formal verification has an important role in assessing the social CRM-based service composition. However, model checking can be efficient as a verification method to evaluate the functional properties of the social CRM-based service composition approach.


Findings
The results of model checking satisfied the logical problems in the proposed behavior model analysis. In the statistical testing, the proposed URM mechanism supported the four knowledge creation process conditions. It was also shown that the percentage of state reachability in the URM with KCP conditions is higher than the URM mechanism without supporting KCP conditions.


Originality/value
The comparison of time and memory consumption of the model checking method shows that the social CRM-based service composition approach covers knowledge process features, which makes it an efficient method.

Abstract Purpose: To measure the impact of using social media as a management tool (social customer relationship management) on the organizational resilience of Brazilian microenterprises during the Covid-19 pandemic crisis. Originality/value: Organizational resilience has been a widely investigated topic during the Covid-19 pandemic crisis. In this context, the relationship with the customer via social media was paramount. However, the elements that explain the different results obtained with social media use are still unclear, especially in Brazil, a gap that the present study seeks to decrease. Design/methodology/approach: Quantitative research was carried out and operationalized by questionnaires made available through digital channels. The return of 100 respondents (non-probabilistic sample) was obtained. Data were analyzed using descriptive statistics tools, non-parametric means test, and structural equation modeling by partial least squares method. Findings: The results corroborate the importance of developing organizational resilience in microenterprises in times of crisis. According to the hypothesis test, the model suggests that the mere use of social media is not enough to trigger positive developments in organizational resilience. However, when mediated by management tools, the relationship becomes significant. Therefore, an explanation is offered for the different results obtained by microenterprises using social media for strategic purposes.