Cooperative make personal connections with its customers

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1. According to Paul Greenberg, Amazon.com is the master of the 2-minute relationship, and Boeing is the master of the 10-year relationship. Visit www.boeing.com and www.amazon.com. From Greenberg’s statement and from the appearance of these Web sites, it appears that Boeing is committed to traditional CRM and Amazon.com to social CRM. Give evidence from each site that this might be true. Explain why the products and business environment of both companies cause this difference. Is there any justification for traditional CRM at Amazon.com? Why or why not? Is there any justification for social CRM at Boeing? Why or why not? Based on these companies, is it possible that a company might endorse enterprise social networks but not endorse social CRM? Explain.

2. Suppose you are hired by a local farming cooperative to develop a SMIS. The cooperative wants to promote eating healthy foods, increase awareness about its weekly farmer’s market, increase traffic to its Web site, and sell more of its products directly to consumers. Which success metrics would indicate that the cooperative has achieved its goals? Who would be the cooperative’s target audience? What value would the cooperative’s SMIS provide to its customers? How could the cooperative make personal connections with its customers? Which SM platform(s) would you recommend the cooperative use? Justify your recommendation.

Reference no: EM132238264

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