APPLICATION OF PREDICTIVE ANALYTICS IN CUSTOMER RELATIONSHIP MANAGEMENT: A LITERATURE REVIEW AND CLASSIFICATION

Tala Mirzaei · Lakshmi Iyer

11 citations0/0 files storedJournal of the Association for Information Systems

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Customer churn and segmentation Customer Service Quality and Loyalty Big Data and Business Intelligence

Abstract

This study is aimed to provide a comprehensive literature review and a classification scheme for application of predictive analytics and tools in customer relationship management (CRM). The application of predictive analytics in CRM is an emerging trend. PA methods help to analyze and understand customer behaviors and acquire and retain customers and also maximize customer value. Thus it facilitates CRM decisions making and supports development of CRM strategies in a customer-centric economy. This paper is aimed to present a comprehensive review of literature related to application of predictive analytics in CRM published in both academic and practitioner journals between 2003 and 2013.

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References

2012Customer Engagement: Exploring Customer Relationships Beyond Purchase 2008Application of data mining techniques in customer relationship management: A literature review and classification 2010Predictive Analytics in Information Systems Research 2005Applying data mining to telecom churn management 2008A Meta-Analysis of Relationships Linking Employee Satisfaction to Customer Responses 2010Customer value anticipation, customer satisfaction and loyalty: An empirical examination 2005Computer assisted customer churn management: State-of-the-art and future trends 2005Gaining customer knowledge through analytical CRM

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