The findings suggest that benefits and goals of CRM and BI complement each other perfectly because they both improve and help understand customers behaviour and enhance customer satisfaction. The practice reportedly originated with Plato, who asked his students to consider both the thesis and antithesis to any idea. The study has empirically tested a conceptual model against the success factors and benefits of integrating CRM along with BI. Dialetical inquiry is a group decision-making technique that attempts to combat group think. You are not simply discussing your experience together, but rather you are also expressing yourself. The study is qualitative with the aim of testing concepts of the benefits of integrating CRM with BI. Remember that dialectic inquiry is an interactive inquiry. Therefore, this study aims to take such concept into consideration and determine an approach for using BIS in CRM in business organisations. Even though some CRM systems offer basic analytics, it is not sufficient to leverage available customer data. BI can turn raw data into concrete figures and reports for effective decision making. Taoism holds that change is the only constant. In Asia, the idea that everything is made of opposites, yin and yang, goes back to I Ching around 3,000 years ago, and the Taoist master Lao Tzu around 2,500 years ago. By doing this, decision-makers or users can get the relevant customer information at the appropriate time. Dialectic Inquiry or Dialectics has a long history during which the meaning and understanding of the terminology changed. Today, significant analysis may be done on gathered customer data using advanced analytics, through Business Intelligence (BI). CRM systems give users and top management access to customer information so they may make informed decisions to enhance an organisation's service delivery. Gaining new and maintaining existing relationships with customers is the main goal of customer relationship management in any organization.
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