Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

Lewlisa Saha, Hrudaya Kumar Tripathy, Soumya Ranjan Nayak, Akash Kumar Bhoi and Paolo Barsocchi
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Lewlisa Saha: School of Computer Engineering, Kalinga Institute of Industrial Technology, Bhubaneswar 751024, India
Hrudaya Kumar Tripathy: School of Computer Engineering, Kalinga Institute of Industrial Technology, Bhubaneswar 751024, India
Soumya Ranjan Nayak: Amity School of Engineering and Technology, Amity University Uttar Pradesh, Noida 201301, India
Akash Kumar Bhoi: Department of Electrical and Electronics Engineering, Sikkim Manipal Institute of Technology, Sikkim Manipal University, Majitar 737136, India
Paolo Barsocchi: Institute of Information Science and Technologies, National Research Council, 56124 Pisa, Italy

Sustainability, 2021, vol. 13, issue 9, 1-35

Abstract: 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.

Keywords: customer relationship management; analytical CRM; telecommunication industry; data analytics (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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