Although Social
CRM is currently still in an early stage
of development, initial analyses by market
researchers have yielded positive experiences
for CRM users (van derMeulen
and Pettey 2012; Band et al. 2012). Ultimately,
opportunities and risks will not
only be determined by finding suitable
scenarios, but also by answering the question
how beneficial Social CRMmeasures
are for the consumers themselves (Baird
and Parasnis 2011).