Abstract

http://ssrn.com/abstract=1980330
 


 



Leveraging the Web for Customer Engagement: A Case Study of BT's Debatescape


Wanda J. Orlikowski


Massachusetts Institute of Technology (MIT) - Sloan School of Management

Simon Thompson


affiliation not provided to SSRN

May 1, 2010

MIT Sloan Research Paper No. 4935-11

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.

Number of Pages in PDF File: 15

Keywords: Business Innovation, CRM, Social Media, Technology Experiments, Web 2.0

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Date posted: January 7, 2012  

Suggested Citation

Orlikowski, Wanda J. and Thompson, Simon, Leveraging the Web for Customer Engagement: A Case Study of BT's Debatescape (May 1, 2010). MIT Sloan Research Paper No. 4935-11. Available at SSRN: http://ssrn.com/abstract=1980330 or http://dx.doi.org/10.2139/ssrn.1980330

Contact Information

Wanda J. Orlikowski (Contact Author)
Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )
E53-329
Cambridge, MA 02142
United States
617-253-0443 (Phone)
617-258-7579 (Fax)
Simon Thompson
affiliation not provided to SSRN ( email )
Feedback to SSRN


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