Abstract:

SCRM as a new approach connecting social media and customer relationship management, whose main goal is to engage customers and encourage them to talk so that they feel unique throughout the process of creating a business relationship with them. Therefore, the main purpose of this article is to present the Social CRM strategy with its potential in every company, regardless of the size and type as well as its impact on customer engagement and building relationships which are key important to the company's competitive position in contemporary realities. The material used for the analysis was collected on the basis of an online questionnaire, placed on a social networking site. The analysis showed that the awareness of the respondents about the actions taken to engage them is still very high, yet some area of SCRM solutions that require improvement in the opinion of the respondents.