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The current study addresses social media’s effect on customer relationship management, and its added-value, supported by the qualitative research method. Qualitative research is appropriate for this study to determine if actual business practices support literature claims. Literature consistently uses qualitative research while studying customer relationship management (CRM)(Chikweche and Fletcher, 2013; Elbeltagi et al., 2014; Mende et al., 2013; Parsons, 2013; Stelzner, 2012). For example, Elbeltagi et al.(2014) chose qualitative research to provide contextualized data in determining how CRM answers questions through a social media channel. In this regard, researchers often use a phenomenological design that is focused on description and interpretation of the lived human experiences of participants (Mayoh and Onwuegbuzie, 2015; Tuohy et al., 2013). Phenomenological researchers study phenomena by …