A Framework for Analytical CRM Assessments Challenges and Recommendations

Abstract

Businesses are increasingly adopting analytical customer relationship management (CRM) solutions. The critical customer information that resides within CRM can guide the decision-making process. Therefore, CRM analysis leads to higher loyalty and customer satisfaction, as well as enhanced competitive and financial performance. Data mining techniques are used to understanding customers and discovering interesting patterns. However, data mining techniques are considered a complicated process for non-technical decision makers and administrators. Therefore, the problem increases with the technical difficulty of large-scale CRM solutions for novice administrators and decision makers. This paper proposes a framework for the process of data mining in the context of analytical CRM to enhance the decision-making process. The paper also highlights the role of data mining in analytical CRM and how it assists the businesses to manage customer information better. The framework was evaluated and accepted by two senior CRM experts. The proposed framework revealed that there are still issues of customer data privacy and issues related to collected data types.