The Intersection of Big Data Analytics and CRM: Driving Enhanced Customer Engagement

Abstract

The convergence of Big Data analytics and Customer Relationship Management (CRM) systems is transforming how businesses manage customer interactions, offering enhanced insights, real-time personalization, and improved decision-making. This paper explores the evolution of CRM from traditional methods to data-driven platforms, emphasizing the impact of Big Data on customer segmentation, predictive analytics, and customer engagement. It also examines the role of AI, machine learning, and IoT in shaping the future of CRM, providing insights into trends like real-time customer experience (CX) enhancement and prescriptive analytics. The paper highlights key challenges, including data privacy, quality, and integration with legacy systems, while outlining future opportunities in CRM practices driven by advanced analytics.