Integrating Social Media with CRM: A Case Study of OnePlus

This report delves into how OnePlus, a Chinese smartphone manufacturer, integrates Customer Relationship Management (CRM) with social media platforms like Instagram, Twitter, YouTube, and the OnePlus community to enhance customer engagement and address business challenges. It identifies competitors like Xiaomi, Samsung, and Apple, and explores existing problems such as feature disparities and security concerns. The proposed solution involves leveraging social media for direct communication with customers, gathering feedback, and implementing strategic changes. The report also discusses reaching consensus on the role of social media, managing change triggered by its introduction, planning IS development for social media solutions, and dealing with outsourcing and privacy issues. Furthermore, it covers strategic alignment, resistance factors, the Kotter 8-STEP model for change management, and the impact of social media on how individuals work and communicate, providing a comprehensive overview of OnePlus's CRM and social media strategy.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management
Name of the Student
Name of the University
Author Note:

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Table of Contents
1 Introduction & Background..........................................................................................................4
1.1 Organization..........................................................................................................................4
1.2 Competitors............................................................................................................................4
1.3 Existing Problems/opportunity..............................................................................................4
1.4 Proposed Solution..................................................................................................................5
1.5 Literature review....................................................................................................................5
2 Reaching consensus......................................................................................................................6
2.1 Discussing the process that you propose to follow for reaching consensus..........................6
2.2 Providing examples of how social media could be used to reach consensus........................7
2.3 Using the strategic alignment process to determine the stages of the change.......................7
2.3.1 Resistance factors...........................................................................................................8
3 Managing change..........................................................................................................................9
3.1 Changes that will be triggered by the introduction of social media......................................9
3.2 Proposing a series of actions for introducing and implementing change............................10
3.3 Kotter 8 STEP MODEL.......................................................................................................11
4 Planning IS development............................................................................................................14
4.1 Organizing the impact of an IS development project for OnePlus......................................14
4.1.1 Impact of each social media.........................................................................................15
4.2 Reflecting on the impact of the social media proliferation to the sector.............................17
4.2.1 Social Medias affecting the way competitors operate..................................................18
4.3 Reviewing the impact of social media on people................................................................18
4.3.1 Explanation of how individuals change the way they work and communicate............19
4.3.2 IS Framework beneficial for OnePlus..........................................................................21
5 Dealing with outsourcing............................................................................................................23
5.1 Advantages and Disadvantages of company Outsourcing...................................................23
5.2 Discussing issues relating to outsourcing............................................................................23
5.3 Organizing and coordinating sub-contracted work..............................................................23
5.4 Managing deliverables, communication and collaboration.................................................23
6. Reference...................................................................................................................................24

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1 Introduction & Background
The foremost intention of this paper is focus on the impact of the CRM integrated with
the social media community of OnePlus.
1.1 Organization
Established in December 2013, OnePlus is a Chinese smart phone manufacturer
organization having their outlets in more than 34 countries of the world. The exotic service
provided by this manufacturing organization has seen growth in their business over the last
years in United States, India and China (Oneplus 2019). This organization have already started
implementation of the next generation wireless technology 5G services. Apart from the high
end mobile devices, wireless earphones based on latest dash charge technology, water resistant
ear buds working on aptX technology are the other products offered by this business
organization.
1.2 Competitors
There are different market competitors of this mobile manufacturing organization such as
Xiaomi, ASUS, Spice, Samsung, Dell, Microsoft, Lenovo and Apple which is the most important
competitor of OnePlus all of them are going to the top due to their advanced business strategies.
The business strategies adopted by organizations such as Apple and Microsoft which leads to
production of superior products such as Siri and Cortana respectively which are not present in
the OnePlus devices, replacement packages and warranty procedures make them have a
competitive advantage over OnePlus.

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The regional offices of these organizations are working very closely with the regional
offices so they are proving their customers with the products they are asking for whereas
OnePlus community are providing services according to the global customer requirements.
1.3 Existing Problems/opportunity
The advanced features which are offered by the other similar organizations such as the
auto brightness facility of Apple is serious concern regarding the business sales of the
smartphones in US, India and China (Dempsey 2018). The other technical issue associated
with this organization is the speaker volume issue coming from the side buttons of the OnePlus
handsets. The challenge thrown by the other mobile manufacturing organizations such as
Samsung and Apple is the prime business risk for this organization. The availability of the
product from the thirds party e-commerce applications such as Amazon is the other security
concern for OnePlus.
However, considering all the above discussed problems there are few business
opportunities of OnePlus also such as the incorporation of the Omni channel retailing
experience. The retail strategy adopted by OnePlus is the other business opportunity of this
organization which helps them to increase their business reach all over the world as well as
increase in their traffic share (Sawhney and Goodman 2016). The social media strategy
adopted by this organization is also useful as it helped the company to grow in countries like
US and India which is the major market for the other global mobile manufacturing
organizations.
1.4 Proposed Solution

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Customer engagement of OnePlus has improved significant after their online marketing
strategies with the help of social media platforms such as Instagram, Twitter, YouTube and the
OnePlus community. Like every other business organization, OnePlus also had issue with their
products which were the reasons behind their decline in business sales (Macarthy 2018).
Customer Relationship Management can be beneficial from the business perspective of
OnePlus as the clients who are registered in the IS can communicate directly to the authorities
of OnePlus regarding any of their queries and concerns. The strategic changes needed for the
organization can be also identified with the integration of the social media with the existing
CRM practice of this organization.
1.5 Literature review
As stated by Hayes (2018), optimized techniques are being followed in the production
units of the global mobile devices such as OnePlus. The researchers of this paper focus on all
the wastages of the production units which can have an impact on the productivity of the
organization. The power consumption analysis theory is defined by the researchers which can
be useful for the management team to reduce their costs of the production units.
According to Dong et al. (2018), the privacy ending technologies have haven discussed
about the major mobile manufacturing organizations such as Apple and OnePlus. The
researchers stated about the business challenges of the mobile organizations, the prime
advantage of this paper is that it focuses on all the privacy issues of the mobile devices. The
prime limitation of this paper is the generalized description of the technical issues.
2 Reaching consensus

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2.1 Discussing the process that you propose to follow for reaching consensus
This unit of the paper will be proposing a process to reach a consensus for OnePlus.
 Implementation of the consensus decision making considering the inclusion of the
consumers, participation of the consumers in the discussion forum.
 The concept of solution mindedness can be very much useful for the finding the
difference of opinions of the consumers regarding any changes. The benefits of the
consensus process has to be identified in the first place by all the stakeholders of the
business.
 The implementation of the social media platforms with CRM can be hugely impactful for
OnePlus to deal with the business blockages.
2.2 Providing examples of how social media could be used to reach consensus
The exchange of opinion and differences can be understood in a better way using social
media platforms and the OnePlus community. New opinion can be very much impactful to reach
the consensus. Platforms such as Twitter, Facebook, YouTube and OnePlus Community which
are used by most of the consumers of the OnePlus mobile devices.
2.3 Using the strategic alignment process to determine the stages of the change
The changes required for this organization considering both its internal as well as its
external stakeholders should be done using the two-step procedure. One step will be considering
one important business unit such as the financial resources for the implementation of a new
mobile device which is yet to come in the market (Sanderson et al. 2016). The documentation of
the first phase the final stage the final step will proceed. The alignment process will be
considering the structure of OnePlus community in China, United States and India, all the

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business strategies involved in the production unit, the resources required in the production
houses, waste products of the production rooms and the misdirection of the efforts provided by
the technical experts. The following model can be used for reaching the consensus in OnePlus
organization.

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Figure 1: The stages of change
(Source: Created by the author)
2.3.1 Resistance factors
The resistance factors for the stage of change in this organization are as followings:
 Threat coming from the increasing demand of the consumers may have an impact on the
stages of change.
 The compatibility issues of the emerging technologies which are used in the production
rooms such as the 5G services is also a resistant factor regarding the implementation of
the stages of change.
PrecontemplationContemplationPreparationActionMaintenance

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 Economic factors are the other major resistance factors for OnePlus regarding the
implementation of the stages of change.
 Allocation of the resources and the legacy systems used in the working environment of
OnePlus are the other resistance factors regarding the implementation of social media
solutions.
 Lack of communication skills can have a negative impact on the integration of the social
media platforms such as the Instagram and Facebook with CRM.
 Major server or database issue in the working environment of OnePlus can be have a
significant negative impact on the growth and productivity of the organization.
3 Managing change
3.1 Changes that will be triggered by the introduction of social media
The introduction of social media platforms such as Instagram had a great impact on the
growth and productivity of OnePlus. The private messages coming from the consumers are
easily accessed by the management team of OnePlus. The feedbacks coming from the
consumers can be useful for the making all the probable changes in the production units. New
marketing strategies can be also created using the social media (Nyadzayo & Khajehzadeh
2016). Clients of this organization can play a role in planning the future devices which will
help this organization to minimize the issue due to the changing requirements of consumers.
The integration of the social media platform will be also bring a change in the communication
process of this organization as the stakeholders of the business can have new platforms for
giving mock-ups from options such as Facebook Live (Lewis 2019). Video conferencing from
remote locations will be a lot easier as compared to the previous conventional demo
techniques. The visibility of OnePlus can be enhanced with the use of the social media

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platforms, as most of the consumers of this organization uses social media which are already
installed in the OnePlus devices (Latiff, and Safiee 2015). The business and professional
network of OnePlus community can be improved with the help of the social media.
Business marketing can be improved with the integration of the social media platforms
as connectivity with the consumer increases. Target audiences can be set and the loyal
consumers can be also identified easily with the help of the social media. Platforms such as
YouTube can be very much useful as the conferences can be live for the consumers to
understand the growth of this organization over the years (Dzhagaryan and Milenkovic 2016).
The products of the organization along with their specifications are presented in the YouTube
videos which are really useful for the consumers to compare the specification offered by this
organization with the products of the other similar organizations such as Apple. The potential
customers of this organizations can be also reached with the help of the social media
platforms.
3.2 Proposing a series of actions for introducing and implementing change
The introduction and implementation of the social media platforms as an Information
system solution for OnePlus can be as follows:
 Getting the support of the management team and involve each level of the employees
in the changing phase.
 The change should be well communicated between all the stakeholders of the business,
the consumers of the organization should be aware of all this happenings so that the
desired changes can be obtained from this change.

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 Social media marketing team should be looking after all the complexities of the social
media such as the inappropriate comments coming from the consumers, as it may have
an impact on the reputation of the organization.
The transition phase will be undergoing through behavioral changes as new candidates
might have to hire replacing the conventional marketing strategists. The location of few
employees can be replaced depending upon the scheduling if the change (Klingebiel and
Joseph 2016). Training and development of approach may be a source of concern regarding the
organizational behavior of the employees. Behavioral change models can be useful to deal
with the inappropriate behavior of the employees during this phase.
Transition management is very much important for transition phase in OnePlus.
Identification of the possible clashes using the transformational planning will be very much
important for this organization (van Liemt 2016). Unit staff meeting and all staff meetings are
necessary during the transitional phase so that the differences in approach of the employees
can be minimized.

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3.3 Kotter 8 STEP MODEL
Step 2: The co-operation of the employees and customers are needed for
bringing this change.
Step 3: The managers of the regional offices of United States, India and China
should be creating a vision for the change.
Step 4: The vision created by the managers should be circulated within the
employees, the opinion of the employees should be also taken in this phase.
Step 1: The need of social media platforms should be understood by all the
stakeholders of this business.

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Figure 2: Kotters 8 Step Model for OnePlus
(Source: Created by the author)
Step 5: The risks associated with the change must be can be identified in the
first place.
Step 6: Short term goals must be set regarding this change procedure so that the
business sales of the organization are not affected.
Step 7: Corporate culture of OnePlus is one of the most competitive advantage
of OnePlus which has to be kept intact so that the organizational goals are
obtained.
Step 8: The core values of this organization should be maintained during the
transitional phase, so that the change process can get its valid recognition.

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4 Planning IS development
4.1 Organizing the impact of an IS development project for OnePlus
The integration of the social media platforms like Twitter and in the customer
relationship management can have a huge impact on the customer relationship of OnePlus. The
changings needs of the consumers of the organizations can be very much beneficial for the
organization. The prioritization of all the incoming recommendations from the consumers are
handled mostly by the technical team of this organization and the validations are given by the
management team (Calegari, Sibley and Turner 2015). Server administration team of OnePlus
can play an important role in managing their services in the social media websites such as the
paid video schemes of YouTube. All the products of this corporation which are presented in
the social media platforms are managed and updated by a dedicated team. The integration of
the social media platforms are also significant to understand the negative feedbacks coming
from the consumers. The loyal customers are easier to identify with the help of this strategy.
The introduction of the counter productive measures can be one of the most essential
impact of the integration of the social media with the existing customer relationship models.
The technical data flow process regarding taking recommendations from the consumers of this
organization with the help of the social media platforms are described in the below zero level
data flow diagram.

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Figure 3: Level 0 DFD to understand the dataflow for OnePlus
(Source: Created by the author)

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Figure 4: Level 1 DFD to understand the dataflow for OnePlus
(Source: Created by the author)
4.1.1 Impact of each social media
YouTube: Demonstration of the new products are easier with the help of YouTube. It
also helps in the creation of new communities for finding the potential customers. The
promotion of the new products of this organization is also possible with the help of the Live
feature of YouTube. The bandwidth of the websites can be also saved with the help of
YouTube. The complaints coming from the customer end can be also identified with the help
of this platforms, the same message thread can be used by the support staff of this organization
to deal with their issues.
Twitter: New business opportunities can be created and implemented with the help of
Twitter. This platform can be also used by OnePlus for recruiting the employees for this
organization in every level. Twitter can be also used for communication between the internal

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and the external stakeholders of the organization which can improve the existing business
processes. The customer service departments can be improved with the help of the Twitter
accounts (Miles 2014). The customer relationship of this organization and new business
opportunities can be hugely boosted with the help of the social media platforms (Bernard
2016). The followers of the OnePlus community can increase hugely if regular and updated
posts are shared with the consumers.
Instagram: New business opportunities can be created by reaching huge number of
people with the help of the trending #hashtag facility. The content marketers of OnePlus can
be also improved with the help of the facilities provided by the Instagram. The business reach
of this organization can be also improved with the help of Instagram (Hassouna et al. 2016).
The complexities of the production labs can be also shared with the consumers of this
organization and the solution of those problems can be also mitigated. The interaction with the
clients are possible with the help of the Instagram profile.
ONEPLUS community: New business opportunities can be created and the target
audience can be set with the help of the OnePlus community. The community can be very much
useful for the getting this organization a competitive advantage over the other similar
organizations.
4.2 Reflecting on the impact of the social media proliferation to the sector
Social media platforms can have huge impact on the progress of OnePlus especially in
terms of customer engagement. New and interesting business strategy can be created and
implemented with the help of the social media proliferation. Better products can be also
conceptualized with the help of social media. The different factors in the production houses
which can have an impact on the environment such as the harmful radiations coming from the

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wireless networking technologies can be also identified using the social media. The impact of the
social media platforms in OnePlus is described in the below Agile model diagram.
Figure 5: Agile model for understanding the impact of social media for OnePlus
(Source: Created by the author)
Technologies
available in OnePlus
Ideas coming
from clients
Validation
coming from
clients
Client addition Reputation of
OnePlus

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4.2.1 Social Medias affecting the way competitors operate
Figure 6: Social media have affected the way competitors operate
(Source: Created by the author)
4.3 Reviewing the impact of social media on people
Along with the impact on the progress of organization, the integration of the social
media strategies can have a huge impact on the stakeholders of OnePlus as well such as the
internal stakeholders like the employees working in the OnePlus premises as well as the
external stakeholders of the organization such as the consumers who are the prime
stakeholders of this organization.
The consumers of this organization can understand the complexities faced by the
production units of this organization, at the same time the transparency of the business can be
also improved with the integration of the social media platforms with the existing customer
Communication
Internal
External
Customer Service
Responsiveness
Acknowledgements
Marketting
communications
Handling social media
platforms
Controlling external
stakeholders

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relationship solutions of this organization. The adverse environmental condition such as floods
and earthquakes which could have disrupted the communication platforms for the employees
of all the countries who are getting the service of OnePlus are saved due to the communication
platforms provided by the social media platforms such as Twitter. The employees can also be
benefited as traffic will be increased after regular client visits to the official pages of the social
networking websites. The increasing sales in business can be also beneficial for the employees
as it can have an impact in their personal growth and appraisal process. The online promotions
can be hugely important for the both the employees as well as for the customers as the
customer can be aware of the recent promotional offers presented by the organization and the
employees can understand the impact of the business strategies adopted by the management
team. The following diagram will be discussing the importance of knowledge, information and
data for OnePlus.
4.3.1 Explanation of how individuals change the way they work and communicate
The integration of the social media platforms as an information system solution for
OnePlus can be beneficial for this community as those platforms can be used as the
communication tools for all the stakeholders of this business. The leadership qualities of the
managers of this organization can be also improved with the help of these communication
tools. New ways of communication such as the video conferencing procedures can be adopted
in this organization (Singaraju et al. 2016). The risks of this organization considering its
distant offices across the continents can be also solved with the help of the social media
platforms.

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New working procedures can be introduced in the working spaces, new technologies
and new concepts can also be responsible for the business growth of this organization. The
social media channels and the video chat room can be a temporary production rooms
The integration of the social media platforms as an information system solution for
OnePlus can be beneficial for this community as those platforms can be used as the
communication tools for all the stakeholders of this business (Dzhagaryan and Milenkovic
2017). The following unit of the paper will be describing the Data Information Knowledge
considering the stakeholders of the business.
Figure 7: Data Information Knowledge Diagram for OnePlus
(Source: Created by the author)
Knowledge: The knowledge and understanding of the new concepts has to be validated
by the management team of OnePlus. The role of the production managers are important to
Knowle
dge
Information
Data

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validate the proposed changes. Intuition and insights coming from the technicians has to be
considered in the first place.
Information: The knowledge of all the stakeholders of this business organization should
be contextualized and evaluated so that there are no business loss after the incorporation of the
change.
Data: The figures and facts about the previous changes and the risks associated with the
previous changes should be highly considered. Based upon the evaluation procedure, new
working methodologies can be incorporated in the production laboratories. New business
frameworks can be hugely beneficial regarding the incorporation of the online social media
strategies.
4.3.2 IS Framework beneficial for OnePlus
This unit of the paper will be focusing on the IS framework which can be very much
beneficial for OnePlus. There will be three steps regarding the integration procedure of the
different types of public and private social communities such as Instagram and Lithium.
Step 1: After the data are obtained from the consumers or other external stakeholders of
the project, the data is evaluated and validated by the senior technicians. Based upon the existing
capability of the organization the data is either accepted or rejected. After the filtering of the
data, the second step of the framework initiates.
Step 2: This second step will consider the integration of the concepts with the existing
systems or techniques used in the production laboratories in OnePlus. The preferred channels or
platform services such as Oracle are chosen for the implementation procedure afterwards. This
step is followed by the final step for this framework.

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Step 3: The final step of this project states the role of the consumers of OnePlus
regarding the implementation of the changes as required (Valos et al. 2016). The pictorial
diagram of the steps are provided in the below diagram.
Figure 8: IS Framework for the integration of social cloud communities of OnePlus
(Source: Created by the author)

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5 Dealing with outsourcing
5.1 Advantages and Disadvantages of company Outsourcing
Having branches across all the continents of the world, there are many advantages and
disadvantages of the outsourcing which are followed by OnePlus organization. Improvements of
the core business activities such as focusing on the strengths of the regional offices and
formation of the future strategies are the prime advantages of outsourcing (Wirtz 2018). The
controlling of the costs and increased business reach are the other benefits of outsourcing which
are followed by OnePlus.
Along with the benefits there are several limitation of outsourcing also such as the lack of
flexibility due to the validation issue which are initiated by the management team of the
organization (He et al. 2017). There are different managerial difficulties in the outsourcing due
to the distant stakeholders which can be a bigger problem for OnePlus.
5.2 Discussing issues relating to outsourcing
The loss of confidentiality and the financial risks are the prime issues which can have a
negative impact on the growth and productivity of OnePlus. There are numerous legal issue
associated with the outsourcing, along with that can be issues such as business uncertainty and
outdated technology skills.
Social media like Twitter can be used by business organizations such as OnePlus to
minimize the risks of outsourcing such as the utilizing of the channels involving the provider of
the raw materials (Ali and Jung 2017). Lead generation issues of outsourcing can be also
minimized with the help of the social media strategies.

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5.3 Organizing and coordinating sub-contracted work
This business organization can use their local subcontractors for supplying and fixing any
executable works such as the gather of the information of the technologies which are required in
the production laboratories. Cost controlling is a very important business parameter for the sub
contracted works. The use of the social media platforms can be useful for OnePlus considering
the co-ordination of the subcontracted works.
The media marketing strategies can be implemented by OnePlus for their outsourcing
activities. Project scheduling can be done by the social media managers using social media, as all
the phases of the projects can be monitored and evaluated according to the situation (Georgescu
and Popescul 2015). The resource, time and cost associated with each of the phases can be
calculated in the first place using the social media management tools such as Hoot Suite and
Social Pilot.
5.4 Managing deliverables, communication and collaboration
The quality and quantity of deliverables used in the projects, communication between all
the associated stakeholders and the collaboration needed between the operational team and
management team of OnePlus can be done using the facilities provided by the social media like
OnePlus community.
The use social media platforms can be effectively used to manage the human resources
starting from the recruitment of the resources according to their level of expertise and experience
in the same industry.
Monitoring of the performance of the employees and communication between the
employees considering the systematic planning can be managed using Twitter. The corporate

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changes required to enhance the existing collaboration process of this organization can be also
done using the social media platforms for enhancing the existing customer relationship process
practiced in OnePlus.
Collaboration between the employees using can be useful to improve the morale of the
employees as well as to identify the loyalty of the employees who has been a customer of this
organization for a longer period of time.

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