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

15 Pages Posted: 7 Jan 2012  

Wanda J. Orlikowski

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

Simon Thompson

affiliation not provided to SSRN

Date Written: May 1, 2010

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.

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

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: https://ssrn.com/abstract=1980330 or http://dx.doi.org/10.2139/ssrn.1980330

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 )

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