ABSTRACT
In this chapter, we present how business intelligence (BI) tools, specifically those related to social media, can help small- and medium-sized enterprises (SMEs) in Mexico to improve their customer relationship management (CRM). By collecting data from customer profiles on the needs and uses of products and services, SMEs can seek opportunities for building collaborative and lasting relationships with customers. A social media analytics framework can serve as a basis for SMEs to listen to and analyze online data and develop insights about the market that can ultimately be translated into actionable strategies.
