Social marketing strengthening companycustomer bonds

Purpose This article discusses optimizing customer retention using customer relationship management CRM linked with social causerelated marketing SCRM. Establishing a socially responsible synergy between company and customer is targeted to managers seeking creative and innovative approaches that strengthen the value equation. Designmethodologyapproach The discussion focuses on the progression of CRM from early links to basic database information to its current complex form whereby customers may be outsourced if they do not meet loyalty and mutual value parameters. A tenquestion test for testing CRM strategy is included, along with the steps required for adding SCRM to the companycustomer relationship. Findings CRM maximizes customer satisfaction while SCRM maximizes customer loyalty. Together, CRM and SCRM can optimize customer retention by sharing socially responsible activities. Tremendous goodwill with customers and in the marketplace can be generated from the synergy of CRM and SCRM. Originalityvalue Increasingly, it is the customer that is setting the pace in the companycustomer relationship. Implementing a SCRM strategy strengthens the business bond while facilitating the transition from the company being dominant to the customer driving the relationship process. The successful integration strategy includes identify integrate switch shift choose and measure.