Metrics and Customer Relationship Management for social media of the National University System at PUCE.

Abstract

This paper discusses the usefulness of the use of procedures and metrics in CRM systems (CRM: Customer Relationship Management), emphasizing customer management with an organizational approach focused on customer service through social networks or social CRM. To this end, a bibliographic analysis of the literature, a quantitative analysis of the social channels of the PUCE National System and a qualitative analysis of the PUCE Ambato Twitter accountweremade, using the tools Fanpage Karma, Followerwonk, Brand24, Social Mention, Tweet Binder, Socialblade and NVivo.