Leveraging Internet of Things (IoT) for Enhanced Customer Insights in CRM
Main Article Content
Abstract
This comprehensive research paper explores the integration of Internet of Things (IoT) technologies with Customer Relationship Management (CRM) systems to enhance customer insights. The study examines the current state of IoT-CRM integration, data collection methods, processing techniques, and their applications in improving customer understanding. It also addresses implementation strategies, challenges, and future trends in this rapidly evolving field. The research highlights the potential of IoT to revolutionize CRM practices by providing real-time, granular data on customer behaviour and preferences, enabling businesses to deliver personalized experiences and make data-driven decisions. Through extensive analysis of current literature, industry reports, and technological developments, this paper provides a holistic view of the opportunities and challenges in leveraging IoT for CRM enhancement.
Downloads
Metrics
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
References
Atzori, L., Iera, A., & Morabito, G. (2010). The Internet of Things: A survey. Computer
Networks, 54(15), 2787-2805. https://doi.org/10.1016/j.comnet.2010.05.010
Banafa, A. (2019). The Future of IoT: Challenges, Trends, and Solutions. IEEE Internet of
Things Newsletter. https://iot.ieee.org/newsletter/november-2019/the-future-of-iotchallenges-trends-and-solutions
Brous, P., Janssen, M., & Herder, P. (2020). The dual effects of the Internet of Things (IoT):
A systematic review of the benefits and risks of IoT adoption by organizations. InternationalJournal of Information Management, 51, 101952.
https://doi.org/10.1016/j.ijinfomgt.2019.05.008
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business Intelligence and Analytics: From
Big Data to Big Impact. MIS Quarterly, 36(4), 1165-1188.
https://doi.org/10.2307/41703503
Davenport, T. H., & Spanyi, A. (2019). Digital Transformation Should Start With
Customers. MIT Sloan Management Review. https://sloanreview.mit.edu/article/digitaltransformation-should-start-with-customers/
Gartner. (2018). Gartner Forecasts Worldwide IoT-Connected Devices to Reach 43 Billion
IDC. (2018). IDC Forecasts Worldwide IoT Spending to Reach $1.2 Trillion in 2027.
https://www.idc.com/getdoc.jsp?containerId=prUS49077923
Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 5.0: Technology for Humanity.
John Wiley & Sons.
Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, investments, and
challenges for enterprises. Business Horizons, 58(4), 431-440.
https://doi.org/10.1016/j.bushor.2015.03.008
Marjani, M., Nasaruddin, F., Gani, A., Karim, A., Hashem, I. A. T., Siddiqa, A., &
Yaqoob, I. (2017). Big IoT Data Analytics: Architecture, Opportunities, and Open Research
Challenges. IEEE Access, 5, 5247-5261. https://doi.org/10.1109/ACCESS.2017.2689040
Miorandi, D., Sicari, S., De Pellegrini, F., & Chlamtac, I. (2012). Internet of things:
Vision, applications and research challenges. Ad Hoc Networks, 10(7), 1497-1516.
https://doi.org/10.1016/j.adhoc.2012.02.016
Ng, I. C., & Wakenshaw, S. Y. (2017). The Internet-of-Things: Review and research
directions. International Journal of Research in Marketing, 34(1), 3-21.
https://doi.org/10.1016/j.ijresmar.2016.11.003
Nguyen, B., & Simkin, L. (2017). The Internet of Things (IoT) and marketing: the state
of play, future trends and the implications for marketing. Journal of Marketing
Management, 33(1-2), 1-6. https://doi.org/10.1080/0267257X.2016.1257542
Perera, C., Zaslavsky, A., Christen, P., & Georgakopoulos, D. (2014). Context Aware
Computing for The Internet of Things: A Survey. IEEE Communications Surveys &
Tutorials, 16(1), 414-454. https://doi.org/10.1109/SURV.2013.042313.00197
Riggins, F. J., & Wamba, S. F. (2015). Research Directions on the Adoption, Usage, and
Impact of the Internet of Things through the Use of Big Data Analytics. 2015 48th Hawaii
International Conference on System Sciences, 1531-1540.
https://doi.org/10.1109/HICSS.2015.186
Salesforce. (2018). State of the Connected Customer Report.
https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
Schwab, K. (2017). The Fourth Industrial Revolution. Currency.
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of
Big Data challenges and analytical methods. Journal of Business Research, 70, 263-286.
https://doi.org/10.1016/j.jbusres.2016.08.001
Statista. (2018). Internet of Things (IoT) connected devices installed base worldwide
from 2015 to 2025. https://www.statista.com/statistics/471264/iot-number-of-connecteddevices-worldwide/
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., &
Haenlein, M. (2020). Digital transformation: A multidisciplinary reflection and research
agenda. Journal of Business Research, 122, 889-901.
https://doi.org/10.1016/j.jbusres.2019.09.022
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J., Dubey, R., & Childe, S. J. (2017).
Big data analytics and firm performance: Effects of dynamic capabilities. Journal of
Business Research, 70, 356-365. https://doi.org/10.1016/j.jbusres.2016.08.009
Xu, L. D., He, W., & Li, S. (2014). Internet of Things in Industries: A Survey. IEEE
Transactions on Industrial Informatics, 10(4), 2233-2243.
https://doi.org/10.1109/TII.2014.2300753
Zancul, E. D. S., Takey, S. M., Barquet, A. P. B., Kuwabara, L. H., Cauchick Miguel,
P. A., & Rozenfeld, H. (2016). Business process support for IoT based product-service
systems (PSS). Business Process Management Journal, 22(2), 305-323.