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

dc.contributor.author	Orlikowski, Wanda
dc.contributor.author	Thompson, Simon
dc.date.accessioned	2012-01-12T20:44:29Z
dc.date.available	2012-01-12T20:44:29Z
dc.date.issued	2010-05-01
dc.identifier.uri	http://hdl.handle.net/1721.1/68552
dc.description.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.	en_US
dc.language.iso	en_US	en_US
dc.publisher	Alfred P. Sloan School of Management, Massachusetts Institute of Technology; Cambridge, MA	en_US
dc.relation.ispartofseries	MIT Sloan School of Management Working Paper;4935-11
dc.relation.ispartofseries	CISR Working Paper;380
dc.rights	An error occurred on the license name.	en
dc.rights.uri	An error occurred getting the license - uri.	en
dc.subject	Business Innovation	en_US
dc.subject	CRM	en_US
dc.subject	Social Media	en_US
dc.subject	Technology Experiments	en_US
dc.subject	Web 2.0	en_US
dc.title	Leveraging the Web for Customer Engagement: A Case Study of BT’s Debatescape	en_US
dc.type	Working Paper	en_US