文章基本信息

标题：Customer relationship management and big data enabled: Personalization & customization of services
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作者：Muhammad Anshari ; Mohammad Nabil Almunawar ; Syamimi Ariff Lim 等
期刊名称：Applied Computing and Informatics
印刷版ISSN：2210-8327
电子版ISSN：2210-8327
出版年度：2019
卷号：15
期号：2
页码：94-101
DOI：10.1016/j.aci.2018.05.004
出版社：Elsevier
摘要：The emergence of big data brings a new wave of Customer Relationship Management (CRM)’s strategies in supporting personalization and customization of sales, services and customer services. CRM needs big data for better customers experiences especially personalization and customization of services. Big data is a popular term used to describe data that is volume, velocity, variety, veracity, and value of data both structured and unstructured. Big data requires new tools and techniques to capture, store and analyse it and is used to improve decision making for enhancing customer management. The aim of the research is to examine big data for CRM’s scenario. The method of collection of data for this study was literature review and thematic analysis from recent studies. The study reveals that CRM with big data has enabled business to become more aggressive in term of marketing strategy like push notification through smartphone to their potential target audiences.
关键词：Big data ; Data analytics ; CRM ; Web 2.0 ; Social networks