The next wave of CRM innovation: implications for research, teaching, and practice

Article

Lokuge, Sachithra, Sedera, Darshana, Ariyachandra, Thilini, Kumar, Saj and Vadlamani, Ravi. 2020. "The next wave of CRM innovation: implications for research, teaching, and practice." Communications of the Association for Information Systems. 46, pp. 560-583. https://doi.org/10.17705/1CAIS.04623
Article Title

The next wave of CRM innovation: implications for research, teaching, and practice

ERA Journal ID39965
Article CategoryArticle
AuthorsLokuge, Sachithra (Author), Sedera, Darshana (Author), Ariyachandra, Thilini (Author), Kumar, Saj (Author) and Vadlamani, Ravi (Author)
Journal TitleCommunications of the Association for Information Systems
Journal Citation46, pp. 560-583
Article Number23
Number of Pages24
Year2020
Place of PublicationAtlanta, GA. United States
ISSN1529-3181
Digital Object Identifier (DOI)https://doi.org/10.17705/1CAIS.04623
Web Address (URL)https://aisel.aisnet.org/cais/vol46/iss1/23/
Abstract

Globalization and customers' ever-changing needs have created a hyper-competitive market. As a result, customer relationship management (CRM) has become a core topic of interest among both practitioners and academics. Further, over the years, with the advancements in the technology landscape, such as digital technologies, CRM has improved in myriad ways. This paper summarizes a panel discussion on CRM innovations held at the 2016 Pacific Asia Conference on Information Systems (PACIS 2016) in Chiyai, Taiwan. The panel discussed CRM fundamentals and how traditional CRM systems work in organizations. Then, the panel focused on the advancement in technology landscape such as big data, analytics, Internet of things, and artificial intelligence and how such technologies have transformed innovations in the CRM landscape. Finally, the panel highlighted the limitations in the current CRM curricula in the universities and how the curriculum today needs to reflect such advancements to enhance the union between the CRM curricula and the industry needs. Further, this paper provides future research ideas for academia and contributes to research interests on CRM in general.

Keywordscustomer relationship management; big data; Internet of Things; CRM curriculum
ANZSRC Field of Research 2020460908. Information systems organisation and management
Public Notes

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Byline AffiliationsRoyal Melbourne Institute of Technology (RMIT)
Southern Cross University
Xavier University, United States
SAP Leonardo Centre, Singapore
Indian Reserve Bank, India
Institution of OriginUniversity of Southern Queensland
ISBN15293181
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