Abstract
Amidst the dynamic landscape of contemporary business, the integration of Business Intelligence (BI) with Customer Relationship Management (CRM) emerges as a crucial paradigm for fostering sustainable business practices. This research investigates the synergy between BI-driven CRM strategies and sustainable operations, addressing the imperative to optimize customer relationships for sustainable business growth. Leveraging models such as BGNBD, and Gamma Gamma, and employing K-means clustering techniques, this study seeks to decode the intricate relationship between these strategies. The BGNBD model facilitates predictions of Customer Lifetime Value (CLTV), while the Gamma Gamma model estimates the Expected Average Profit, enabling a comprehensive understanding of customer behavior. Utilizing K-means clustering aids in customer segmentation, offering insights for targeted strategies. Visualization analyses, including the Elbow Method and Silhouette Plot, guide optimal cluster determination and cluster quality assessment. Ultimately, this research underscores the potential of BI-infused CRM approaches not only to drive profitability and enhance customer relationships but also to champion sustainable business practices. The findings provide a robust framework for businesses to craft and implement BI-enhanced CRM strategies, steering them toward sustainable growth while fostering customer-centricity and profitability in modern business environments.
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