Using social networks to enhance customer relationship management

Authors:
Ian Basaille-Gahitte;Lylia Abrouk;Nadine Cullot;Eric Leclercq
Affiliations:
Université de Bourgogne, Dijon CEDEX;Université de Bourgogne, Dijon CEDEX;Université de Bourgogne, Dijon CEDEX;Université de Bourgogne, Dijon CEDEX
Venue:
Proceedings of the Fifth International Conference on Management of Emergent Digital EcoSystems
Year:
2013

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Abstract

In recent years, the Web has evolved into an exchange platform. Customer Relationship Management (CRM) must follow this evolution and connect CRM tools to social networks in order to place companies in the center of all the exchanges. We propose, in this article, a community detection approach that identifies clusters of customers of a company using their explicit and implicit behaviour. Our contribution is the definition of a composite profile that integrates various informations gathered from different applications, such as the information system of the company, the existing CRM, or Twitter. We define a similarity measure, between a user and a tag, that takes into account the rating and consultation of resources, as well as actions on social networks and user contacts. We validate this approach against a test database and we discuss results and future works.