Business analytics in CRM: A comparative review of practices in the USA and Africa
1 Information Technology & Management, University of Texas at Dallas, USA.
2 Spacepointe Limited Rivers State, Nigeria.
1 Information Technology & Management, University of Texas at Dallas, USA.
2 Spacepointe Limited Rivers State, Nigeria.
3 Dangote Sugar Refinery Plc, Lagos, Nigeria.
4 Independent Researcher, UK.
5 Marketing Department, British American Tobacco, Nigeria.
Review Article
World Journal of Advanced Research and Reviews, 2024, 21(02), 063–072
Publication history:
Received on 14 December 2023; revised on 01 February 2024; accepted on 03 February 2024
Abstract:
In the dynamic landscape of global business, Customer Relationship Management (CRM) has emerged as a crucial strategy for organizations aiming to enhance customer satisfaction and loyalty. This study delves into the realm of Business Analytics (BA) within CRM, examining the diverse practices employed in the USA and Africa. The purpose is to identify similarities, differences, and potential areas for improvement, with the overarching goal of fostering more effective CRM strategies. The American business landscape, characterized by advanced technological infrastructure and matured data analytics capabilities, provides a fertile ground for sophisticated CRM practices. A comprehensive analysis of leading companies in the USA reveals a strong reliance on predictive analytics, machine learning, and artificial intelligence to glean actionable insights from vast datasets. Such approaches empower organizations to personalize customer experiences, optimize marketing strategies, and drive overall business growth. In contrast, the African business environment exhibits unique challenges and opportunities. While certain regions may face infrastructural constraints, innovative CRM practices tailored to local contexts are emerging. This study sheds light on the utilization of mobile technology, social media analytics, and localized data collection methods as crucial tools in the African CRM landscape. These adaptive strategies not only address challenges but also present opportunities for leapfrogging traditional CRM models. The comparative review uncovers key areas of convergence and divergence between the two regions, highlighting the need for a nuanced approach to global CRM strategies. By synthesizing insights from the USA and Africa, organizations can develop a more holistic understanding of effective CRM practices. This research contributes valuable insights to the ongoing discourse on global business analytics, offering a roadmap for organizations to navigate the intricacies of CRM implementation in diverse and dynamic markets.
Keywords:
Business Analytics; CRM; USA; Africa; Innovation; Data Science
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0