Empowering CRM through business intelligence applications

A study in the telecommunications sector

Mohamed Al-Zadjali, Kamla Al Busaidi

Research output: Contribution to journalArticle

Abstract

The application of business intelligence (BI) techniques for knowledge discovery and decision support empowers organizations in different functions. This article examines the impacts of BI on customer relationship management (CRM) functions (marketing, sales and customer services) in the telecommunications sector. The literature found that BI application in CRM in a telecommunications context is limited but necessary due to the high rate of competition between service providers and the massive data generated by subscribers. This study surveyed employees' perspectives from telecommunications companies in Oman, and results demonstrated mixed impacts. First, the results showed that implementing BI in marketing has a positive impact on business processes values, customer values, but a negative impact on employees' values. Second, implementing BI in sales has a positive impact on financial values and employees' values, but a negative impact on business processes values, and customers' values. Finally, implementing BI in customer service has a positive impact on employees' values. The study provides valuable guidelines for practitioners in the area of CRM, BI, and telecommunications to help understand why to invest in BI in specific CRM functions.

Original languageEnglish
Pages (from-to)68-87
Number of pages20
JournalInternational Journal of Knowledge Management
Volume14
Issue number4
DOIs
Publication statusPublished - Oct 1 2018

Fingerprint

Competitive intelligence
Telecommunication
Personnel
Marketing
Sales
Industry
Telecommunications
Customer relationship management
Business intelligence
Data mining
Employees

Keywords

  • BI applications
  • Business intelligence
  • CRM
  • Knowledge discovery

ASJC Scopus subject areas

  • Management Information Systems
  • Computer Science Applications
  • Management of Technology and Innovation

Cite this

Empowering CRM through business intelligence applications : A study in the telecommunications sector. / Al-Zadjali, Mohamed; Al Busaidi, Kamla.

In: International Journal of Knowledge Management, Vol. 14, No. 4, 01.10.2018, p. 68-87.

Research output: Contribution to journalArticle

@article{9b47438e879a4d03b080b046220a21f1,
title = "Empowering CRM through business intelligence applications: A study in the telecommunications sector",
abstract = "The application of business intelligence (BI) techniques for knowledge discovery and decision support empowers organizations in different functions. This article examines the impacts of BI on customer relationship management (CRM) functions (marketing, sales and customer services) in the telecommunications sector. The literature found that BI application in CRM in a telecommunications context is limited but necessary due to the high rate of competition between service providers and the massive data generated by subscribers. This study surveyed employees' perspectives from telecommunications companies in Oman, and results demonstrated mixed impacts. First, the results showed that implementing BI in marketing has a positive impact on business processes values, customer values, but a negative impact on employees' values. Second, implementing BI in sales has a positive impact on financial values and employees' values, but a negative impact on business processes values, and customers' values. Finally, implementing BI in customer service has a positive impact on employees' values. The study provides valuable guidelines for practitioners in the area of CRM, BI, and telecommunications to help understand why to invest in BI in specific CRM functions.",
keywords = "BI applications, Business intelligence, CRM, Knowledge discovery",
author = "Mohamed Al-Zadjali and {Al Busaidi}, Kamla",
year = "2018",
month = "10",
day = "1",
doi = "10.4018/IJKM.2018100105",
language = "English",
volume = "14",
pages = "68--87",
journal = "International Journal of Knowledge Management",
issn = "1548-0666",
publisher = "IGI Publishing",
number = "4",

}

TY - JOUR

T1 - Empowering CRM through business intelligence applications

T2 - A study in the telecommunications sector

AU - Al-Zadjali, Mohamed

AU - Al Busaidi, Kamla

PY - 2018/10/1

Y1 - 2018/10/1

N2 - The application of business intelligence (BI) techniques for knowledge discovery and decision support empowers organizations in different functions. This article examines the impacts of BI on customer relationship management (CRM) functions (marketing, sales and customer services) in the telecommunications sector. The literature found that BI application in CRM in a telecommunications context is limited but necessary due to the high rate of competition between service providers and the massive data generated by subscribers. This study surveyed employees' perspectives from telecommunications companies in Oman, and results demonstrated mixed impacts. First, the results showed that implementing BI in marketing has a positive impact on business processes values, customer values, but a negative impact on employees' values. Second, implementing BI in sales has a positive impact on financial values and employees' values, but a negative impact on business processes values, and customers' values. Finally, implementing BI in customer service has a positive impact on employees' values. The study provides valuable guidelines for practitioners in the area of CRM, BI, and telecommunications to help understand why to invest in BI in specific CRM functions.

AB - The application of business intelligence (BI) techniques for knowledge discovery and decision support empowers organizations in different functions. This article examines the impacts of BI on customer relationship management (CRM) functions (marketing, sales and customer services) in the telecommunications sector. The literature found that BI application in CRM in a telecommunications context is limited but necessary due to the high rate of competition between service providers and the massive data generated by subscribers. This study surveyed employees' perspectives from telecommunications companies in Oman, and results demonstrated mixed impacts. First, the results showed that implementing BI in marketing has a positive impact on business processes values, customer values, but a negative impact on employees' values. Second, implementing BI in sales has a positive impact on financial values and employees' values, but a negative impact on business processes values, and customers' values. Finally, implementing BI in customer service has a positive impact on employees' values. The study provides valuable guidelines for practitioners in the area of CRM, BI, and telecommunications to help understand why to invest in BI in specific CRM functions.

KW - BI applications

KW - Business intelligence

KW - CRM

KW - Knowledge discovery

UR - http://www.scopus.com/inward/record.url?scp=85053260433&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85053260433&partnerID=8YFLogxK

U2 - 10.4018/IJKM.2018100105

DO - 10.4018/IJKM.2018100105

M3 - Article

VL - 14

SP - 68

EP - 87

JO - International Journal of Knowledge Management

JF - International Journal of Knowledge Management

SN - 1548-0666

IS - 4

ER -