Vikas Reddy Penubelli

Abstract

Social CRM (Customer Relationship Management) has evolved significantly with the rise of social media platforms, transforming the way businesses engage with their customers. Traditional CRM systems, primarily focused on transactional data, are now being enhanced by integrating social media interactions, allowing businesses to capture real-time conversations and feedback from platforms like Twitter, Facebook, and LinkedIn. This paper explores how social media data can be effectively integrated into CRM systems to create a more dynamic, responsive customer engagement model. By capturing and analyzing conversations, businesses can gain deeper insights into customer sentiment, preferences, and needs. The integration of social media streams into CRM systems involves addressing key technical challenges, such as data ingestion, normalization, and enrichment, to ensure that social media data is structured and usable for proactive engagement. This research paper outlines the architect