vCRM: virtual customer relationship management

Authors:
Lakshmi Goel;Elham Mousavidin
Affiliations:
University of Houston;University of Houston
Venue:
ACM SIGMIS Database
Year:
2007

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Abstract

Virtual worlds provide companies opportunities for valuable co-creation and co-production with their customers. In order to harness this potential, companies need to design effective entry strategies for virtual customer relationship management or vCRM. Understanding how self-expression and collaboration work in virtual worlds can help design better customer-facing strategies. In this paper, we provide a roadmap for companies that want to leverage virtual worlds for vCRM.