Abstract
Business intelligence offers the capability to gain insights and perform better in decision-making by using a particular set of technologies and tools. A company’s success to a certain extent depends on customers. The complementary of business intelligence and customer relationship management will improve the efficiency of organizations, hence increase productivity and revenue. Most research works on implementation of business intelligence and customer relationship management in organizations commonly concentrate on architecture, framework, and maturity model. The process on how to implement business intelligence and customer relationship management in an organization, especially in smaller domains has not yet been clarified which make some organizations unclear on how to implement business intelligence and customer relationship management. Thus, this study investigates the process involved in the implementation of business intelligence and customer relationship management among clinics. An infographic guideline was developed based on the six process of data mining which is known as Cross Industry Standard Process for Data Mining. Four elements of business intelligence decision-making process which were gather, store, access, and analyze were also included in the process of developing the guideline. Findings from an expert’s review show that the increase of Content Validity Index was 0.7, from 0.3 during the first iteration to 1.0 in the second iteration. Therefore, this result is acceptable. The guideline appears to be a useful instrument for practitioners to implement business intelligence and customer relationship management in their clinics, however the process involved in developing the guideline could be improvised from time to time.
Highlights
Business intelligence (BI) is seen as the technology and method for managing data in order to enhance decision-making [1]
This study proposes a guideline for decision-making in implementing BI and Customer relationship management (CRM) system among clinics
This study identified three attributes of developing guideline for decision-making to implement BI and CRM among clinics
Summary
Business intelligence (BI) is seen as the technology and method for managing data in order to enhance decision-making [1]. BI technology provides businesses to gather, store, access and analyze huge volume of information in order to make better customer, supplier, employee, logistics, and infrastructure choices [2]. Decision maker in organizations will get benefits in making decision when implementing BI. Previous researchers have considered BI as a process and product [3]. The process consists of techniques used by organizations to create helpful data, or intelligence, which can assist organizations to survive and flourish. The product is data that will enable organizations to predict with a degree of certainty the behavior of their rivals, providers, clients, technologies, acquisitions, markets, goods and services, and the overall companies‟ climate. The advancement of BI system is significant in many industries, and this is no exception in healthcare
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