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Companies have invested in complex CRM systems for two decades. The results of these considerable
investments are at best moderate. What is the potential of new social software, such as Facebook, in
handling customer relationships?
We conducted a case study of two Norwegian airlines’ use of Facebook for customer communication
during the ash crisis in April 2010. Our research approach was a Business Intelligence analysis using
web and text mining based on 28.000 postings on Facebook.
We offer two findings: First, Facebook was successfully used for customer communication during the ash
crisis: it quickly became a preferred channel for the passengers, and the companies managed to use it
effectively. Second, we find that Facebook has also a more general potential in solving some of the
shortcomings of traditional CRM, notably on openness, maintenance of personal data and selfreinforcing
mechanisms for diffusion. If not a full CRM, Facebook can serve as an “agile CRM”. There
are, however, also concerns; one is privacy issues, another is the integrity of data over time, and a third
is the cost effectiveness of Facebook as a communication channel.

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