Role of Information Systems in Customer Relationship Management

Abstract

Applications of Information System (IS) have been instrumental in achieving Customer Relationship Management (CRM). Decision Support Systems (DSS) is an IS application that aids in decision making processes for many business concepts and CRM is one of them. CRM depends on firm’s tasks for developing and retaining customers while achieving their satisfaction and enhancing sense of belongingness for their products and services. Profit maximization, process of customer value and building strategic values for the firm are the three empirical benefits of CRM that are achieved through analytical, operational, and direction capabilities respectively. This research focus on applications of DSS models for CRM at analytical, operational and directional level (AOD). Three online retail firms of KSA are referred as data source for the analysis of CRM by DSS models. The research determined how a customer-oriented firm uses DSS to attain CRM and profitability at three levels namely; Analytical, Operational and Strategic.