Impacts of Big-Data Technologies in Enhancing CRM Performance

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Institute of Electrical and Electronics Engineers Inc.
big 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.
This conference paper is not available at CUD collection. The version of scholarly record of this conference paper is 2020 6th International Conference on Information Management (ICIM) (2020), available online at:
Big Data, Business Organizations and Customers, CRM, Data Analytics, Technology, Competition, Information management, Public relations, Sales, Business organizations, Competitive advantage, Customer analysis, Customer behavior, Customer relationship management, Data technologies, Issues and challenges, Predictive modeling
Taleb, N., Salahat, M., & Ali, L. (2020, March). Impacts of Big-Data Technologies in Enhancing CRM Performance. In 2020 6th International Conference on Information Management (ICIM) (pp. 257-263). IEEE.