Start Date
11-8-2016
Description
The growing availability of a high volume of continuously generated data being heterogeneous in structure, i.e. big data, represents a change of an organization’s data assets. While these novel (big) data assets promise valuable insights, e.g. into customers’ preferences and behavior, leveraging them requires the development of corresponding capabilities. By taking the domain of CRM as a functional reference domain, this paper investigates how capabilities for leveraging big data could be developed to create valuable relationships with customers. Based on a literature review of scholarly papers, a conceptual framework for leveraging big data in the domain of CRM is presented. From a preliminary validation of the framework grounded on the analysis of big data success stories, the paper suggests first evidence of our propositions. Future research is intended to further validate the framework in order to provide a systematic understanding of big data and relevant capabilities to leverage these assets.
Recommended Citation
Tiefenbacher, Katja and Olbrich, Sebastian, "Towards the Development of CRM Capabilities for Leveraging Big Data Assets – A Conceptual Framework Derived from Literature" (2016). AMCIS 2016 Proceedings. 16.
https://aisel.aisnet.org/amcis2016/Decision/Presentations/16
Towards the Development of CRM Capabilities for Leveraging Big Data Assets – A Conceptual Framework Derived from Literature
The growing availability of a high volume of continuously generated data being heterogeneous in structure, i.e. big data, represents a change of an organization’s data assets. While these novel (big) data assets promise valuable insights, e.g. into customers’ preferences and behavior, leveraging them requires the development of corresponding capabilities. By taking the domain of CRM as a functional reference domain, this paper investigates how capabilities for leveraging big data could be developed to create valuable relationships with customers. Based on a literature review of scholarly papers, a conceptual framework for leveraging big data in the domain of CRM is presented. From a preliminary validation of the framework grounded on the analysis of big data success stories, the paper suggests first evidence of our propositions. Future research is intended to further validate the framework in order to provide a systematic understanding of big data and relevant capabilities to leverage these assets.