Metrics and Customer Relationship Management for social media of the National University System at PUCE

This paper discusses the usefulness of the use of procedures and metrics in CRM systems (CRM: Customer Relationship Management), emphasizing customer management with an organizational approach focused on customer service through social networks or social CRM. To this end, a bibliographic analysis of...

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Bibliographic Details
Published in:Dilemas contemporáneos: educación, política y valores política y valores, 2019-01, Vol.VI (2)
Main Authors: Galo Mauricio López Sevilla, Teresa Milena Freire Aillón, Ricardo Patricio Medina Chicaiza, Liliana del Rocio Mena Hernández
Format: Article
Language:eng ; spa
Subjects:
Customer relationship management
Social networks
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Summary:This paper discusses the usefulness of the use of procedures and metrics in CRM systems (CRM: Customer Relationship Management), emphasizing customer management with an organizational approach focused on customer service through social networks or social CRM. To this end, a bibliographic analysis of the literature, a quantitative analysis of the social channels of the PUCE National System and a qualitative analysis of the PUCE Ambato Twitter account were made, using the tools Fanpage Karma, Followerwonk, Brand24, Social Mention, Tweet Binder, Socialblade and NVivo.
ISSN:2007-7890