BlockChain (BC) Upending Customer Experience: Promoting a New Customer Relationship Management (CRM) Structure Using Blockchain Technology (BCT)

Mohamad Abu Ghazaleh,Abdelrahim M. Zabadi

doi:10.5539/jms.v11n1p203

Abstract

This study aims to explore the role of BC and its impact on CRM by suggesting an extended CRM on the basis of BC capabilities thru developing an analytic hierarchy planning-based framework to establish criteria weights developing a new self-assessment model to determine the most critical factors impacting the BC investment in CRM to enhance customer experience and to enable parties to work together in a trusted technology environment. An analytical hierarchical process (AHP) approach was utilized to prioritize and weigh the factors affecting the BC investment in modern CRM in the service industry based on the extant literature and its interpretation. This approach resulted in a ranking of 19 sub-factors based on experienced customer service professionals and technologists&rsquo; evaluations. Findings revealed a significant insight into proposing a new generation of CRM based on BCT, focusing on using the powerful BC platform considering all factors influencing the BC investment in modern CRM from a business perspective. Understanding the new combination of BC and CRM can solve the challenges and dilemmas linked to the untrusted environment of handling CRM data in the information systems field. This study provides valuable information and critical analysis of BC regarding CRM integration. Directions for future research are also included.

Highlights

Firms that aim to sustain success should start exploring options for investing in BC initiatives that focus on cost reduction and enhancing competencies and seizing new opportunities to create a novel customer value
This study aims to explore the role of BC and its impact on customer relationship management (CRM) by suggesting an extended CRM on the basis of BC capabilities thru developing an analytic hierarchy planning-based framework to establish criteria weights developing a new self-assessment model to determine the most critical factors impacting the BC investment in CRM to enhance customer experience and to enable parties to work together in a trusted technology environment
Enhancing security in a CRM-BC base can provide valuable insight that can help protect the ability of organizations to operate and enables the safe operation of enterprise systems, protects the data that organizations use, and safeguards the technology that organizations employ

Summary

Introduction

Firms that aim to sustain success should start exploring options for investing in BC initiatives that focus on cost reduction and enhancing competencies and seizing new opportunities to create a novel customer value. Firms consider that modern CRM resolves customer problems by integrating front, middle, and back offices thru proactively addressing and instantly handling common requests in a trusted database. BC can be a suitable environment to embrace a trusted CRM. BC possesses the capacity to reconfigure new industries in future decades (Clohessy & Acton, 2019). The adoption of BC in CRM solutions remains under research.

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