Using Social CRM for Effective Customer Lifetime Cycle Management

This research is aimed both for academic and practitioners because it tests and builds on the existing knowledge of customer relationship management with the help of social media. Furthermore, the Sberbank case has shown how to apply all of the traditional principles in practice and make it work. Therefore, some of those characteristics and best practices might be useful for other companies as well when they try to implement or improve their own Social Media customer service presence. The problem of this research is the need to identify how the integration of social media channels into existing customer relationship management systems of Sberbank can affect customer satisfaction and their life cycle. The purpose of this research is to study how companies can use the opportunities of social media through the tools of Social CRM and influence the relations with customers; to evaluate the effectiveness of using Social CRM tools in comparison with existing media channels.