The next wave of CRM innovation: implications for research, teaching, and practice
Article
Article Title | The next wave of CRM innovation: implications for research, teaching, and practice |
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ERA Journal ID | 39965 |
Article Category | Article |
Authors | Lokuge, Sachithra (Author), Sedera, Darshana (Author), Ariyachandra, Thilini (Author), Kumar, Saj (Author) and Vadlamani, Ravi (Author) |
Journal Title | Communications of the Association for Information Systems |
Journal Citation | 46, pp. 560-583 |
Article Number | 23 |
Number of Pages | 24 |
Year | 2020 |
Publisher | Association for Information Systems |
Place of Publication | Atlanta, GA. United States |
ISSN | 1529-3181 |
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. |
Keywords | Internet of Things; customer relationship management; big data; CRM curriculum |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 460908. Information systems organisation and management |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author/creator. |
Byline Affiliations | Royal Melbourne Institute of Technology (RMIT) |
Southern Cross University | |
Xavier University, United States | |
SAP Leonardo Centre, Singapore | |
Indian Reserve Bank, India | |
Institution of Origin | University of Southern Queensland |
ISBN | 15293181 |
https://research.usq.edu.au/item/q6938/the-next-wave-of-crm-innovation-implications-for-research-teaching-and-practice
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