The amount of online data (Big Data) is growing considerably day by day. These data provide companies with valuable information to define strategies using business intelligence. In line with this trend, we link data from social networks to internal company data from CRM systems. By scaling, improving and managing the information available, companies can improve their customer relationships.
Our research draws primarily on the concept of Integrated Social CRM, which makes the Social Web accessible to the CRM strategy through analysis and interaction functions. We focus on the interaction of strategies, processes and information systems to implement innovative and customer-oriented solutions in the fields of marketing, sales and service.