The Social CRM – The Wild Child of Big Data & Customer Relationship Management

Programme Overview

Public or private organisations see the potential of big data and mining to be turned into big value by combining its CRM system with Big Data analytics. A sophisticated CRM system requires extensive support from accurate data analytics to ensure that potential customers are engaged and find value in their relationship with the company.

Focused Topics

• Since customers make buying decisions every day and every decision depends on a consideration of cost, benefits, & value – management accountants need to be very aware of the value-creation potential of marrying traditional CRM systems with Big Data analytics.
• However, management accountants must also be very aware that the wild-child that has emerged in the union of Big Data and CRM, called Social CRM, is very difficult to control.
• This can seriously affect corporate value if negative publicity about the company goes viral in social networks.