Leveraging the Web for Customer Engagement: A Case Study of BT’s Debatescape
Name
Debatescape OrlikowskiThompson2.pdf
Description
main
Size
658.95 KB
Format
Adobe PDF
Checksum (MD5)
fd1924086c4f514e8ee3a91bfcf28e48
Author(s)
Orlikowski, Wanda
Thompson, Simon
Date Issued
May 1, 2010
Publisher
Alfred P. Sloan School of Management, Massachusetts Institute of Technology; Cambridge, MA
Series/Report no.
MIT Sloan School of Management Working Paper;4935-11
CISR Working Paper;380
Abstract
Web 2.0 technologies offer a number of capabilities that can help companies do business in new ways. Leveraging those capabilities, however, requires experimentation to learn what strategies, approaches, and applications work and don’t work, and which can generate
sustainable business benefits. One area of experimentation is in the use of social media to engage with external customers, particularly coupling these media with CRM capabilities. In this case study, we describe BT’s experiences with social CRM, showing how innovating business practices with Web 2.0 technologies can yield a range of business benefits.
Subjects
Business Innovation
CRM
Social Media
Technology Experiments
Web 2.0
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