BlockChain (BC) Upending Customer Experience: Promoting a New Customer Relationship Management (CRM) Structure Using Blockchain Technology (BCT)

Abstract

This study aims to explore the role of BC and its impact on CRM by suggesting an extended CRM on the basis of BC capabilities thru developing an analytic hierarchy planning-based framework to establish criteria weights developing a new self-assessment model to determine the most critical factors impacting the BC investment in CRM to enhance customer experience and to enable parties to work together in a trusted technology environment.
 An analytical hierarchical process (AHP) approach was utilized to prioritize and weigh the factors affecting the BC investment in modern CRM in the service industry based on the extant literature and its interpretation. This approach resulted in a ranking of 19 sub-factors based on experienced customer service professionals and technologists’ evaluations. Findings revealed a significant insight into proposing a new generation of CRM based on BCT, focusing on using the powerful BC platform considering all factors influencing the BC investment in modern CRM from a business perspective. Understanding the new combination of BC and CRM can solve the challenges and dilemmas linked to the untrusted environment of handling CRM data in the information systems field. This study provides valuable information and critical analysis of BC regarding CRM integration. Directions for future research are also included.

A Survey on Blockchain for Dynamic Spectrum Sharing

“…In fact, Customer Relationship Management (CRM) is essential to improve trust in blockchain technology. To this end, Ghazaleh et al in [174] is proposing an Analytical Hierarchical Process (AHP) that weighs in the blockchain investments in the current CRM industry. The dimensions of enhanced security, maintenance of transparency, data challenges, and smart loyalty programs were considered level 2 objectives: that extend to 19 level 3 factors that form the CRMblockchain model.…”

“…Customer relationship management systems are key to understanding the doubts and hesitancies drawn around blockchain-based deployments. The presented solution in [174] can eventually lay the path for improving the customer experience on blockchain DSM services. The security defenses of employing Proof-of-Stake for 51% attack mitigation [175], typical ARP defense mechanisms, and utilizing reputation systems for mitigating the lowquality data inputting [186] can be employed for defending against blockchain-specific threats.…”

Artificial Intelligence, Blockchain, Machine Learning, and Customer Relationship Management

“…Several research data and statistics explain the relationship between AI, blockchain, and CRM. Here are some of them: improved business efficiency [28], improved customer experience [29], increased revenue [30], and improved data security, transparency [31]. Overall, research data and statistics show that combining AI and blockchain in CRM can improve business efficiency, customer experience, revenue, data security and transparency of customer information.…”