The aim of this Master’s Thesis is to manage customer relations based on the information obtained by monitoring the reviews and comments posted by users on social media about a certain product, in this case, home appliances from BSH Hausgeräte GmbH, a leading European manufacturer, in order to strengthen the customer-brand relationship in terms of experience, satisfaction, loyalty and recommendation, generating value and providing relevance to people beyond their status as consumers.

The methodology used is a descriptive research of a conclusive nature on a sample made up of more than eight hundred thousand comments posted on social networks by users of home appliances between 2019 and 2020. The data collection was carried out using VICO Analytics, a tool developed by the company VICO Research & Consulting. The data collected was analysed using the R Commander statistical package, feeding the qualitative and quantitative research.

The results of this Final Work for the Master in Innovation and Digital Transformation showed that the relationship with the customer generates enormously valuable information for the company and, therefore, it is essential to have a continuously updated database in order to achieve the success of the proposed loyalty objectives. At a time of extraordinary change, to stay one step ahead, data analysis can improve companies’ ability to react, allowing them to take the lead in decision-making based on the current situation and to manage scenarios beyond short-term objectives. Social Media Analytics is presented as an indispensable tool for companies to innovate their business models and products as a way to meet the needs and expectations of the consumer, offering a memorable experience that generates trust in the brand and thus achieving the goal of loyalty.

The Final Work for the Master's can be found at this link: http://hdl.handle.net/10609/134806