Amalgamation of customer relationship management and data analytics in different business sectors - a systematic literature review

Saha L., Tripathy H. K., Nayak S. R., Bhoi A. K., Barsocchi P.

Geography  Environmental sciences  Data analytics  Management  Policy and Law  Sustainability and the Environment  Renewable energy sources  Environmental effects of industries and plants  GE1-350  Customer Relationship Management  TD194-195  Analytical CRM  Renewable Energy  Planning and Development  TJ807-830  Telecommunication industry  Monitoring 

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.

Source: Sustainability (Basel) 13 (2021). doi:10.3390/su13095279

Publisher: MDPI, Basel

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