The Potential Benefits of Integrating Business Intelligence and CRM

Abstract

The business environment is constantly changing and evolving, and companies must adapt to remain competitive. Today, companies have no choice but to compete on a global scale by developing products and services that meet the aspirations and needs of consumers. To meet these challenges, companies need to acquire and develop resources that improve their ability to effectively exploit opportunities and avoid threats. Business intelligence and CRM systems help companies do this. Business intelligence and customer relationship management are closely related. Recent studies have explored the benefits of integrating business intelligence and CRM. Today, the integration of business intelligence and CRM has become a key strategy for companies seeking to improve their operational efficiency and customer-centric practices. The purpose of this chapter is to provide a perspective on how the integration of business intelligence and CRM can lead companies to sustainable growth and improved competitiveness. It explores the principles, challenges, and potential benefits of this integration.