Int. J. Digital Enterprise Technology, Vol. 1, Nos. 1/2, 2018 135 Copyright © 2018 Inderscience Enterprises Ltd. Analysis of operative factors and practices in social CRM Ayush Tiwari* and Madhvendra Misra Department of Management Studies, Indian Institute of Information Technology Allahabad, Allahabad 211015, Uttar Pradesh, India Email: ayush0312@gmail.com Email: madhvendra@iiita.ac.in *Corresponding author Abstract: In today’s world, the culmination of CRM and social media provides a huge platform for handling and networking with the customers. Organisations nowadays are training their workforce in social CRM technologies. There are immense opportunities and huge scope for marketers in the field of social CRM. Social media extends its powerful impact on the core areas of CRM and hence can be used as a very powerful weapon for the organisations. The purpose of this research paper is to study the impact of operative factors in social CRM domain on the performance measures of the organisation. The study aims to discover and assess the implications of social CRM on the organisation’s performance behaviour. The performance measures are identified in the light of social CRM domain. The identified operative factors such as customer focus, competitor focus, marketing intelligence and cross-functional collaboration are the factors that play a pivotal role in determining the performance of the organisation. Keywords: customer relationship management; social CRM; social media; marketing intelligence; performance measures. Reference to this paper should be made as follows: Tiwari, A. and Misra, M. (2018) ‘Analysis of operative factors and practices in social CRM’, Int. J. Digital Enterprise Technology, Vol. 1, Nos. 1/2, pp.135–176. Biographical notes: Ayush Tiwari is a final year MBA student at the Indian Institute of Information Technology Allahabad, India. He is pursuing his MBA in Marketing and Information Technology. He has completed his Bachelor’s of Engineering from the Technocrats Institute of Technology, Rajiv Gandhi Proudyogiki Vishwavidyalaya, Bhopal in 2012. His research interest includes strategic management, marketing, information technology, digital marketing and process management and consultancy. Madhvendra Misra is presently working as an Associate Professor at the Indian Institute of Information Technology Allahabad, India. He has more than 16 years of experience in the field of management education. For the last 12 years, he has been a faculty member at the Department of Management Studies at IIIT-Allahabad. His research interest includes marketing, strategy and technology forecasting, process management and business process re-engineering, consultancy, information strategy and digital marketing. He has published various papers in reputed journals and has contributed in several books.