Integrating customer relationship management with business intelligence platform design: a design science approach
TL;DR
This study combines CRM and BI to design, develop, implement, and evaluate a CRM-BI platform alongside strategic and process artefacts within an SME that supplies specialist construction materials.
Abstract
Situated within the broader business analytics paradigm, business intelligence (BI) is important in providing small and medium-sized enterprises (SMEs) with the information needed to manage customer relationships successfully. However, SMEs face specific challenges when integrating customer relationship management (CRM) with the development of BI platforms. Drawing on the design science research methodology, this study combines CRM and BI to design, develop, implement, and evaluate a CRM-BI platform alongside strategic and process artefacts within an SME that supplies specialist construction materials. First, we design the customer strategy and the approach to developing customer relationships. We then design a customer experience map and service blueprint, which inform the customer engagement model. Drawing on these strategic and operational CRM artefacts, a BI dashboard is developed to support a broader review of business practices and facilitate data-driven decision-making. Successful implementation of the CRM-BI platform enabled the SME to transition from reactive decision-making to proactive, data-driven strategic decision-making, identify new business opportunities, and improve overall business performance. The platform also supported a programme of strategic change, restructuring, improved accountability, and innovation. The study contributes to theory and practice through novel artefacts, design principles and design knowledge.