Annelie Roggenkamp

Integration of location based services into the social CRM strategy: How can Foursquare be used as a CRM tool throughout the customer relationship life-cycle? Annelie Roggenkamp

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: 1,0, Berlin School of Economics and Law, course: International Marketing Management M. A., language: English, comment: "An amazingly detailed yet compact master thesis that is definitely worth reading if you're asking youself how to bring traditional CRM approaches to life in the digital space." "A detailed investigation of Foursquare,its functions from a user's as well as from a business' point of view and a critical analysis of its suitability as a CRM tool (especially for SMEs) - backed up with an impressing amount of research." , abstract: This thesis aims at critically analyzing Foursquare from a customer relationship management (CRM) perspective. After elaborating on CRM and carefully scrutinizing the mobile application and its functions, the author aims at investigating how Foursquare can be used as a CRM tool throughout the customer relationship life-cycle. Since large companies managing renowned brands usually have more sophisticated tools to enforce their CRM strategy, this thesis is less concerned with those large enterprises, but rather focuses on small, local businesses that decide to enter the realm of customer relationship management.