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Intelligent Business Processes in CRM

Author

Listed:
  • Christopher Zaby

    (Katholische Universität Eichstätt-Ingolstadt)

  • Klaus D. Wilde

    (Katholische Universität Eichstätt-Ingolstadt)

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 particular, the conceptual framework of intelligent business processes in CRM is depicted and two implementation options are identified: embedded intelligence and business rules. Focusing on complaint management, evidence on intelligent business processes is systematically documented, weak points are identified, and a research agenda for the shift to more intelligent processes is presented.

Suggested Citation

  • Christopher Zaby & Klaus D. Wilde, 2018. "Intelligent Business Processes in CRM," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 60(4), pages 289-304, August.
    • Handle: RePEc:spr:binfse:v:60:y:2018:i:4:d:10.1007_s12599-017-0480-6
    DOI: 10.1007/s12599-017-0480-6
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    References listed on IDEAS

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    1. Grewal, Dhruv & Roggeveen, Anne L. & Tsiros, Michael, 2008. "The Effect of Compensation on Repurchase Intentions in Service Recovery," Journal of Retailing, Elsevier, vol. 84(4), pages 424-434.
    2. Lukas Grieser & Klaus Wilde, 2010. "Adaptive Right-Time Technologies in Customer Relationship Management," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 2(1), pages 41-44, February.
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    Cited by:

    1. Mosa Alokla & Mais Alkhateeb & Muneer Abbad & Faten Jaber, 2019. "Customer Relationship Management: A Review and Classification," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 7(2), pages 187-210, October.
    2. Amy Van Looy & Peter Trkman & Els Clarysse, 2022. "A Configuration Taxonomy of Business Process Orientation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(2), pages 133-147, April.
    3. Miguel Fernández-Cejas & Carlos J. Pérez-González & José L. Roda-García & Marcos Colebrook, 2022. "CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(5), pages 615-643, October.

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