Abstract
Outsourcing is a common market practice that supports companies to focus on the development of their core business. Innovative SMEs, especially, can highly benefit from this support. Although outsourcing is commonly adopted in the field of Digital Marketing, services are changing as companies require more analytical and technological skills from suppliers. These new demands overlap with the concept of Social CRM and its integration of social media data into CRM tools to improve insights on customers. Based on Social CRM services, as well as the reasons for companies to outsource, this paper provides insights on current practices derived from a questionnaire applied to SMEs in Germany. Results show that German SMEs outsource to increase customer satisfaction, focusing on core business, service quality and cost reduction. Additionally, they invest more on services related to the interaction between brand and customers on social media. These results support companies in the field to understand the current and future demands and service suppliers to focus on specific needs when approaching German SMEs.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Alderete, M.V.: Do information and communication technology access and innovation increase outsourcing in small and medium enterprises? JISTEM 10(2), 303–322 (2013). https://doi.org/10.4301/S1807-17752013000200007
Alt, R., Reinhold, O.: Social-customer-relationship-management (social-CRM). Wirtschaftsinformatik 54(5), 281–286 (2012). https://doi.org/10.1007/s11576-012-0330-6
Alt, R., Reinhold, O.: Social Customer Relationship Management. Fundamentals, Applications, Technologies. Management for Professionals. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-23343-3
Alt, R., Reitbauer, S.: Towards an integrated architecture and assessment model for financial sourcing. In: Rabhi, F.A., Veit, D.J., Weinhardt, C. (eds.) Second International Workshop on Enterprise, Applications and Services in the Finance Industry, pp. 67–74. IEEE, Regensburg (2005)
Barata, G.M., Viana, J.A., Reinhold, O., Lobato, F., Alt, R.: Social CRM in digital marketing agencies: an extensive classification of services. In: 2018 IEEE/WIC/ACM International Conference on Web Intelligence (WI), pp. 750–753. IEEE (2018)
Brown, S.A. (ed.): Customer Relationship Management. A Strategic Imperative in the World of e-Business. Wiley, Toronto (2000)
Cachon, G.P., Harker, P.T.: Competition and outsourcing with scale economies. Manag. Sci. 48(10), 1314–1333 (2002). https://doi.org/10.1287/mnsc.48.10.1314.271
Civelek, M.E., Cemberci, M., Eralp, N.E.: The role of social media in crisis communication and crisis management. IJRBS 5(3), 111–120 (2016). https://doi.org/10.20525/ijrbs.v5i3.279
Clark, D.: Number of SMEs in Germany from 2011 to 2017 (2019)
Dyché, J.: The CRM Handbook. Addison-Wesley, Harlow (2001)
European Commission: Commission Recommendation of 6 May 2003 concerning the definition of micro, small and medium-sized enterprises (2003)
Faase, R., Helms, R., Spruit, M.: Web 2.0 in the CRM domain: defining social CRM. IJECRM 5(1), 1 (2011). https://doi.org/10.1504/ijecrm.2011.039797
Greenberg, P.: CRM at the Speed of Light. Social CRM Strategies, Tools, and Techniques for Engaging Your Customers, 4th edn. McGraw-Hill, New York (2010)
Gustavsson, A.-S., Suleman Nasir, A., Ishonova, S.: Towards a world of influencers: exploring the relationship building dimensions of influencer marketing (2018)
Hamburg, I., Brien, E.O., Engert, S.: Engaging SMEs in cooperation and new forms of learning. CIS 7(1) (2013). https://doi.org/10.5539/cis.v7n1p1
Hermes, H.-J., Schwarz, G.: Outsourcing, 1st edn. Chancen und Risiken, Erfolgsfaktoren, rechtssichere Umsetzung. Rudolf Haufe Verlag, München (2005)
Chen, I.J., Popovich, K.: Understanding customer relationship management (CRM). Bus. Process Manag. J. 9(5), 672–688 (2003). https://doi.org/10.1108/14637150310496758
Jobs, C.G., Aukers, S.M., Gilfoil, D.M.: The impact of big data on your firms marketing communications: a framework for understanding the emerging marketing analytics industry. Acad. Mark. Stud. J. 19(2), 81–92 (2015)
Kakabadse, A., Kakabadse, N.: Outsourcing: current and future trends. Thunderbird Int. Bus. Rev. 47(2), 183–204 (2005). https://doi.org/10.1002/tie.20048
Kotlarsky, J., Oshri, I., Willcocks, L.P.: Governing Sourcing Relationships. A Collection of Studies at the Country, Sector and Firm Level. LNBIP, vol. 195. Springer, Cham (2014). https://doi.org/10.1007/978-3-319-11367-8
Lauder, D., Boocock, G., Presley, J.: The system of support for SMEs in the UK and Germany. Eur. Bus. Rev. 94(1), 9–16 (1994). https://doi.org/10.1108/09555349410050712
Lobato, F., Pinheiro, M., Jacob, A., Reinhold, O., Santana, Á.: Social CRM: biggest challenges to make it work in the real world. In: Abramowicz, W., Alt, R., Franczyk, B. (eds.) BIS 2016. LNBIP, vol. 263, pp. 221–232. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-52464-1_20
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E., Zhang, M.: Managing customer relationships in the social media era: introducing the social CRM house. J. Interact. Mark. 27(4), 270–280 (2013). https://doi.org/10.1016/j.intmar.2013.09.008
McGovern, G., Quelch, J.: Outsourcing marketing. Harv. Bus. Rev. 83, 22–26 (2005)
Oshri, I., Kotlarsky, J.: Global Sourcing of Information Technology and Business Processes. LNBIP, vol. 55. Springer, Heidelberg (2010). https://doi.org/10.1007/978-3-642-15417-1
Quinn, J.B., Hilmer, F.G.: Strategic outsourcing. Sloan Manag. Rev. 35(4), 43 (1994)
Rodrigues Chagas, B.N., Nogueira Viana, J.A., Reinhold, O., Lobato, F., Jacob, A.F.L., Alt, R.: Current applications of machine learning techniques in CRM: a literature review and practical implications. In: 2018 IEEE/WIC/ACM International Conference on Web Intelligence (WI), pp. 452–458. IEEE (2018)
Schilderman, H.: Quantitative method. In: Miller-McLemore, B.J. (ed.) The Wiley-Blackwell Companion to Practical Theology, pp. 123–132. Wiley-Blackwell, Malden (2012)
Thyagarajan, S., Nambirajan, T., Chandirasekaran, G.: Outsourcing decision of micro-small-medium enterprises (MSME). Pragyaan. J. Manag. 15(1), 23–32 (2017)
Twin, A.: Outsourcing. Investopedia Business Essentials (2019)
Viana, J., van der Zandt, M., Reinhold, O., Alt, R.: Social CRM services in digital marketing agencies: a preliminary study on service offerings in Germany. In: Abramowicz, W., Corchuelo, R. (eds.) BIS 2019. LNBIP, vol. 373, pp. 383–395. Springer, Cham (2019). https://doi.org/10.1007/978-3-030-36691-9_32
Woodcock, N., Green, A., Starkey, M., The Customer Framework™: Social CRM as a business strategy. J. Database Mark. Custom. Strategy Manag. 18(1), 50–64 (2011). https://doi.org/10.1057/dbm.2011.7
Acknowledgement
The authors gratefully acknowledge the financial support of this research by the German Academic Exchange Service (DAAD) within the project ‘Social CRM as Specialization Subject in Brazilian Universities’ (57449332) and the Sächsische Aufbaubank and European Union within the ESF project SPE4CRM (100362354).
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Viana, J., van der Zandt, M., Reinhold, O., Alt, R. (2020). Outsourcing of Social CRM Services in German SMEs. In: Abramowicz, W., Klein, G. (eds) Business Information Systems Workshops. BIS 2020. Lecture Notes in Business Information Processing, vol 394. Springer, Cham. https://doi.org/10.1007/978-3-030-61146-0_17
Download citation
DOI: https://doi.org/10.1007/978-3-030-61146-0_17
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-61145-3
Online ISBN: 978-3-030-61146-0
eBook Packages: Computer ScienceComputer Science (R0)