Social CRM from the Customer Perspective: A Preliminary Analysis of Differences between Brazilian and German Users

The uprising of different social media provided new ways for companies to communicate and improve their relationship with their customers and prospects. This wave gave room to the development and constant improvement of Social CRM: a professional and academic field that integrates social media data to traditional CRM tools. However, people in different nations behave differently in social media, broadening or hindering the possibility of company-consumer interactions. Based on existing literature and business reports, there is a difference between the behavior of Germans and Brazilian on these media. This study analyzes the differences between the two countries and concludes that Brazilians are more active, interact more with companies in the Web 2.0 and, consequently, have higher expectations from businesses in the online social environment.