This paper analyzes the impact of Big Data Analytics (BDA) on the improvement of Customer Relationship Management (CRM) systems. The aim is to explain how BDA uses large datasets to enhance insights into customer behavior which, in return, improves their responsiveness, prediction accuracy, effectiveness in automation, and efficiency in resource management at operational and strategic levels in CRM systems. Through a literature analysis from 2000 to 2024, the methodology develops a conceptual model for BDA integration into CRM focusing on the information retrieval, processing, and analytical methods at the different levels. Findings indicate that customer satisfaction and retention, alongside marketing activity, have a greater level of effectiveness with the use of BDA. The paper argues that BDA is critical in sustaining modern CRM for stronger customer relationship and business growth, concludes, while also exploring other ethical aspects of data in data-driven technologies and real-time analytics in decision-making as avenues for future research.
Klein et al. (2024) studied this question.