Summary

"Participative Brand Management drives Social CRM"

Due to social media, consumer behavior has changed significantly. Today, consumers have a high power of communication. Smartphones allow to be online everywhere and everytime. Product comparison portals provide transparency covering today almost every aspect of consumer’s life.

Consumers have adjusted their information behaviour to these new possibilities. They actively seek for recommendations of others before buying in the internet. Even after the purchase they engage in Social Media, on one hand to insure the correctness of their decision, on the other hand because they look for advice in product use. For example, 60% of buyers of skin care products are looking for support after purchase. Moreover, 75% of AutoScout24 customers chat about their recently bought vehicle.

Dmoch, T. and Olbrich, T. (2013), “Participative Brand Management drives Social CRM“, Sysdata. Der IT-Wegweiser für Schweizer KMU, Vol. 43, No. 1, p. 8.