TITLE:
The New Trend and Application of Customer Relationship Management under Big Data Background
AUTHORS:
Lan Wang
KEYWORDS:
Customer Relationship Management, Big Data, Data Integration
JOURNAL NAME:
Modern Economy,
Vol.7 No.8,
July
26,
2016
ABSTRACT: One of the important
trends of marketing management is digitization. The concept of digitization has
been imported to many fields and is well known to everyone. However, because of
the limitation of digitization’s meaning and expansion, companies have
different understandings of it. The meaning of the digital CRM is a digital customer experience that is
specially built and customer-oriented. It is a business reform that
improves value creation. Current companies not only focus on the effects
brought by technologies, but also focus on how the digital business mode makes
profits. This article explains the evolution
of marketing management from traditional CRM to analytical CRM to
digital CRM. Based on the characteristics of digital CRM, we discussed the new
trend and application of CRM.