Capturing customer context from social media: mapping social media API and CRM profile data

Abstract

The evolution of the social web opens a new channel that allows bidirectional electronic interactions directly with customers in real-time. By accessing social media content via application programming interfaces (API), businesses may enrich their information on customers, which are usually represented in customer profiles. However, these profiles are often incomplete since additional meaningful data on the customer's context are missing. Based on this idea, this research in progress paper describes first ideas on how data from social media, which are available through API, may be matched with customer profiles via a customer context model.