Social CRM and the world of consumers

Internet access is a phenomenon that redefines the world in the way we know it. There are various ways to access the global network. Some of these avenues include social networks, blogs, websites, forums, corporate networks, photo access platforms, network games, microblogs, chat applications, etc.


By 2021, around 3.02 billion active users will be registered on social networks every month (Statista, 2019). This corresponds to one-third of the world's population. From 2010 to 2021, the number of users has been estimated to escalate at a growth rate of 211% (Figure 1).


Figure 1 – Number of worldwide users of social networks (in billions)  [1]

Social networks have brought diversity in daily communication, providing users with new opportunities to share content, such as photos and videos, as well as to play in virtual networks. On average, users worldwide spend 135 minutes on social networks, indicating the potential of the market. It is estimated that the two most promising sources of revenue are advertising and social games.

Since users are more likely to exchange information – from good and bad experiences – in their social networks, it is necessary to understand the relevance of the new methods of assessing consumer behavior.  Social CRM (Social Customer Relationship Management) is a technology that helps improve the monitoring of customers' interests through social media interactions.

Social CRM platforms are increasingly using social media in addition to conventional channels, allowing customers to interact with businesses through their preferred channels. This leads to better customer service and better insight into marketing, which is obtained from the client's social media data.

Using social CRM applications, companies can assist their online customers to interact with customers in real-time, monitor and resolve issues and complaints, find and reward brand ambassadors and initiators, and improve customer loyalty and retention.  Could there be a consumer who does not want answers, products, and services that correspond to his needs and profile?

[1] Statista. (2019). Number of Worldwide Social Network Users. Acessed on 3rd April, 2019. de:


Translated into English by Frank Amankwah.

Guest Author

Cristiana de Muylder
Cristiana de Muylder is a researcher and professor at FUMEC University as well as a guest researcher at UTEP in Texas (USA). She holds a doctorate in economics from the UFV and a master's degree in rural economics from the UFV. Christiana specializes in information systems and strategic planning at PUC-MG, where she graduated in computer science.