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     From  e‑CRM  to  social  CRM 

 In previous chapters, we have seen the growing popularity of social media with consumers 

and as a marketing technique. It’s natural that a new marketing approach, 

social CRM

 ,   has 

developed to determine how social media can be applied to develop customer relationships 

and  customer  value.   

 (We discuss this further in  Chapter   10    where we look at the rise of social business.) Areas 

that overlap with e-CRM are customer research, identifying new customers through social 

media and managing customer service through social media. 

 Sharma and Sheth (2004) have stressed the importance of a trend from mass marketing to 

what is now widely known as ‘one-to-one’ or ‘