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- ItemImpacts of Big-Data Technologies in Enhancing CRM Performance(Institute of Electrical and Electronics Engineers Inc., 2020) Taleb, Nasser; Salahat, Mohammad; Ali, Liaqatbig data is a hot business topic today. In business organizations, customer-relationship management (CRM) is an important pillar to achieve competitive advantages. Big data refers to practices of integrating big data into an organizational CRM process to achieve the objectives of improving and sustaining customer service. The alternative goal of big data is to combine internal CRM data with customer behavior and buying patterns from the environment external to the organization. Several tools exist that can integrate big data with other CRM data to improve customer analysis and understand buying behavior and patterns. This paper reports research evaluating the role of big-data technology in enhancing the effective use of CRM. Research proves that data's predictive model is enhanced by analyzing customer buying patterns. Issues and challenges related to the implementation of big data are discussed and benefits of appropriate implementation of big-data technologies are highlighted. The research further demonstrates some tangible benefits of implementing big-data technologies in CRM. © 2020 IEEE.