Effects of new communication technologies on crm: A case study on Trilux lighting company

Advancements in communication technology have significant impacts on the marketing era through offering vital opportunities to choose how to interact with the customers. The golden opportunity of new ways for engagement highlights the real game changers: that is the social media, which is offering new set of tools to listen customers and to encourage them to engage with the brand. The dizzying developments in communication technologies within the era of the social customer have changed the whole business ecosystem. The transition from customer-focused ecosystem to real-time customer ecosystem has vital effects on CRM, as well. Paul Greenberg, one of the foremost CRM thought leaders, described this significant transition at the name of his famous book that is "CRM at the speed of light". Greenberg (2010) summarized the change, as there is no longer control of business ecosystem by companies but there is a new strategy direction of more direct engagement between the company and the customer in new CRM that focuses on the engagement in real time with customer centric updates are possible. Today's highly competitive and dynamic business environment makes it necessary to respond the changes rapidly in an effective manner. In order to stay competitive and to have valuable relationships with customers it is a key to adapt the CRM within the real-time customer ecosystem.