Intelligent Business Processes in CRM: Exemplified by Complaint Management

2018 | Business & Information Systems Engineering | Citations: 0

Authors: Zaby, Christopher; Wilde, Klaus D.

Abstract: Customer relationship management (CRM) is becoming a critical source of competi ... Expand

Abstract: Customer relationship management (CRM) is becoming a critical source of competitive advantage for businesses today. However, many CRM business processes are deficient and inflexible. For example, many customers are dissatisfied with complaint management. Still, companies seldom systematically adapt the complaint management process. In theory, operational and analytical CRM form a closed loop: analytical CRM uses business intelligence (BI) tools to analyze operational data and the knowledge gained is used for continual optimization of operations. One special approach in establishing this loop is to continually support decision points in operational processes with knowledge from BI. In this way, the use of BI becomes an integral part of business processes, which are then referred to as intelligent business processes. However, in CRM not much is known about this approach. Based on an extensive review of the literature, the study explores the state of theory and practice in the field of intelligent business processes in CRM, with special attention to complaint management because of its considerable importance and application potential. In Collapse

Topics: business process management Oracle database industrial analytics production management operational management

Methods: case study literature study design science