Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

Abstract

Customization of products or services is a strategy that the business sector has embraced to build a better relationship with the customers to cater to their individual needs and thus providing them a fulfilling experience. This whole process is known as customer relationship management (CRM). In this context, we extensively surveyed 138 papers published between 1996 and 2021 in the area of analytical CRM. Although this study consisted of papers from different business sectors, a fair share of focus was directed to the telecommunication industry and generalized CRM techniques usages. Different science and engineering-based data repositories were studied to ascertain significant studies published in scientific journals, conferences, and articles. The research works on CRM were considered and separated into IT and non-IT-based techniques to study the methods used in different business sectors. The main target behind implementing CRM is for the better revenue growth of the company. Different IT and non-IT-based techniques are used in the analytical CRM area to achieve this target, and researchers have been actively involved in this domain. The purpose of the research was to show the impact of IT-based techniques in the business world. A detailed future course of research in this area was discussed.

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

“…There are many procedures that we can use for promoting good customer relationships [35,36,37]. Saha et al [11] states, that IT-based CRM techniques have been dominating the business world consistently, and the continuous upcoming methods have left them fertile for further research. They discussed the most used techniques in analytical CRM, various business sectors implementing CRM techniques, and different CRM aspects in the telecommunication industry.…”

“…Authors understand different concepts under the term Customer Relationship Management. Some understand it as software that a company uses [10,11,12] others characterize is a separate marketing process to gain and retain customers, and others as a expensive software in which a company invested or others identify CRM with a customer loyalty program [8,13].…”

“…Different schools agree that the basis of CRM is intensive contact, mutual trust, and high-quality services for customers, supported by technology [6,11,22]. A new approach is a shift from customers to partners.…”

“…As a result, companies need to continuously improve their processes. There are several ways to improve processes in a company [4,8,11,26]. For example, the PDCA cycle, Six Sigma strategy, the WV model of continuous improvement, methodology of improvement through preventive measures, and others.…”

Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time

“…Generally, the new technologies would operate as essential drivers for adaptations in the context of the hotel service industry. The utilisation of technology is essential in developing relationships with customers because it is crucial to attaining accurate information about people in a timely manner (Desmond & Zhaohao, 2021;Saha, Tripathy, Nayak, Bhoi, & Barsocchi, 2021). For example, if a consumer is allergic to nuts and the first individual from room service comes to know about this, then such information can be shared easily to several consumers touchpoints at the hotel through the effective system of CRM (cf Dew, Russell, Allen, & Bej, 2021).…”