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Integration between Customer Relationship Management and Business Intelligence

Shinde, Supriya Rajendra LU and Sunjita, Sunjita LU (2018) In Lund Univeristy School of Economic and Management INFM10 20181
Department of Informatics
Abstract (Swedish)
The main purpose of any Customer Relationship Management(CRM) system of any
customer-focused organization is to build new and retain old relationships with its customers.Such CRM systems provide customer data so that its users or top management can make correct decisions in order to improve organization’s performance. Nowadays, advanced analytics in the form of Business Intelligence (BI) can be used to perform extra analysis on such customer data. Doing so, users or decision makers can have the right customer information at right time at right location and the organization’s performance can be improved. This research studies the integration between CRM and BI of a prominent customer-oriented organization named Skånetrafiken. In this... (More)
The main purpose of any Customer Relationship Management(CRM) system of any
customer-focused organization is to build new and retain old relationships with its customers.Such CRM systems provide customer data so that its users or top management can make correct decisions in order to improve organization’s performance. Nowadays, advanced analytics in the form of Business Intelligence (BI) can be used to perform extra analysis on such customer data. Doing so, users or decision makers can have the right customer information at right time at right location and the organization’s performance can be improved. This research studies the integration between CRM and BI of a prominent customer-oriented organization named Skånetrafiken. In this research, a functional framework of CRM and BI integration is derived considering functional frameworks of individual CRM
and BI. Also, this framework is primarily based on basic People, Process and Technology principle. This framework represents the importance of good quality data, benefits of BI and key enablers of any successful CRM and BI integrated system. The key enablers of such successful BI and CRM systems are such as customer-centric approach, enterprise-wide strategy, cross-functional integration and technology-driven business processes. This is a qualitative research where data is collected in the form of semi-structured interviews and analyzed further using coding techniques. (Less)
Please use this url to cite or link to this publication:
author
Shinde, Supriya Rajendra LU and Sunjita, Sunjita LU
supervisor
organization
course
INFM10 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Customer Relationship Management, Business Intelligence, Integration, Data Quality, Customer-centricity, Cross-functional integration, Enterprise-wide strategy, Technologically-driven
publication/series
Lund Univeristy School of Economic and Management
report number
INF18-012
language
English
id
8950625
date added to LUP
2018-06-19 13:31:03
date last changed
2018-06-19 13:31:03
@misc{8950625,
  abstract     = {{The main purpose of any Customer Relationship Management(CRM) system of any
customer-focused organization is to build new and retain old relationships with its customers.Such CRM systems provide customer data so that its users or top management can make correct decisions in order to improve organization’s performance. Nowadays, advanced analytics in the form of Business Intelligence (BI) can be used to perform extra analysis on such customer data. Doing so, users or decision makers can have the right customer information at right time at right location and the organization’s performance can be improved. This research studies the integration between CRM and BI of a prominent customer-oriented organization named Skånetrafiken. In this research, a functional framework of CRM and BI integration is derived considering functional frameworks of individual CRM
and BI. Also, this framework is primarily based on basic People, Process and Technology principle. This framework represents the importance of good quality data, benefits of BI and key enablers of any successful CRM and BI integrated system. The key enablers of such successful BI and CRM systems are such as customer-centric approach, enterprise-wide strategy, cross-functional integration and technology-driven business processes. This is a qualitative research where data is collected in the form of semi-structured interviews and analyzed further using coding techniques.}},
  author       = {{Shinde, Supriya Rajendra and Sunjita, Sunjita}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{Lund Univeristy School of Economic and Management}},
  title        = {{Integration between Customer Relationship Management and Business Intelligence}},
  year         = {{2018}},
}