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From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs

Abstract This paper builds on previous research that investigated the critical factors underpinning the e-CRM activities of SMEs. However, marketing practice has moved on from the ‘e’ in e-CRM. Today, the disruptive technologies in CRM are social media. This is particularly true for SMEs, where social media are free tools that can be used to foster engagement between organization and consumer, and thus social CRM (s-CRM). An online survey was completed by 156 SMEs, and exploratory factor analysis uncovered seven factors underpinning their s-CRM activities. Findings illustrate the importance of a customer relationship orientation, uncover support and data issues around social media use, promote the importance of customer engagement in online communities, and recognise the driving role of information processes. This study contributes to theory by measuring s-CRM in SMEs through a dynamic capabilities lens. For SME owner-managers, it emphasises the need to strategically combine social media use with CRM activities.