The role of big data analytics in customer relationship management: Strategies for improving customer engagement and retention

Tochukwu Ignatius Ijomah, Courage Idemudia, Nsisong Louis Eyo-Udo, Kikelomo Fadilat Anjorin
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Abstract

This paper explores the transformative impact of Big Data Analytics on Customer Relationship Management (CRM), focusing on its role in enhancing customer engagement and retention. The study highlights how Big Data enables businesses to create personalized customer experiences, anticipate customer needs through predictive analytics, and respond promptly with real-time data analysis. Additionally, the paper discusses using sentiment analysis to refine engagement strategies and applying predictive models to prevent customer churn. The effectiveness of loyalty programs is also examined, demonstrating how Big Data can tailor incentives to boost customer loyalty. The conclusion emphasizes the need for future research into advanced machine learning techniques, ethical considerations, and developing more sophisticated real-time analytics tools. The findings underscore the pivotal role of Big Data in transforming CRM strategies, driving customer satisfaction, and ensuring long-term business success.
大数据分析在客户关系管理中的作用:提高客户参与度和留住客户的策略
本文探讨了大数据分析对客户关系管理(CRM)的变革性影响,重点关注其在提高客户参与度和留住客户方面的作用。研究强调了大数据如何使企业能够创建个性化的客户体验,通过预测分析预测客户需求,并通过实时数据分析做出及时响应。此外,论文还讨论了如何利用情感分析来完善客户参与策略,以及如何应用预测模型来防止客户流失。本文还探讨了忠诚度计划的有效性,展示了大数据如何定制激励措施以提高客户忠诚度。结论强调,未来需要研究先进的机器学习技术、道德考量以及开发更先进的实时分析工具。研究结果强调了大数据在转变客户关系管理战略、提高客户满意度和确保企业长期成功方面的关键作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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