E-CRM Analytics: The Role of Data Integration

Electronic Customer Relationship Management (e-CRM) Analytics is the process of analyzing and reporting online customer/visitor behavior patterns with the objective of acquiring and retaining customers through stronger customer relationships. To better understand the role of data integration in achi...

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Bibliographic Details
Published in:Journal of electronic commerce in organizations 2003-07, Vol.1 (3), p.73-89
Main Authors: Nemati, Hamid R, Barko, Christopher D, Moosa, Ashfaaq
Format: Article
Language:English
Subjects:
Analysis
Analytics
Customer relationship management
Customer relationship management software
Customer satisfaction
Customer services
Customers
Data integration
Data warehousing
Money
Organizations
Polls & surveys
Technology application
User satisfaction
Value
Value added
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Summary:Electronic Customer Relationship Management (e-CRM) Analytics is the process of analyzing and reporting online customer/visitor behavior patterns with the objective of acquiring and retaining customers through stronger customer relationships. To better understand the role of data integration in achieving the goals of e-CRM, the authors conducted a study by means of a survey. The results of this study propose that although online, offline and external data integration has its complexities, the value added is significant. This survey of CRM professionals is composed of two parts. The first part investigated the nature of the data integrated and the data architecture deployed. The second part analyzed the technological and organizational value added with respect to the e-CRM initiative. The findings suggest that organizations that integrate data from various customer touch-points have significantly higher benefits, user satisfaction and return on their investment (ROI) than those that do not. Additional insights are also presented exploring the role of data integration in e-CRM projects at both business to business (B2B) and business-to-consumer (B2C) firms. For organizations implementing e-CRM, this study reveals that data integration is worth their time, money and efforts.
ISSN:1539-2937
1539-2929
DOI:10.4018/jeco.2003070104