A Comprehensive Framework for Integrating Business Intelligence into Customer Relationship Management Systems to Enhance Data-Driven Decision-Making and Customer Engagement

Abstract

In today’s competitive business environment, organizations increasingly rely on Business Intelligence (BI) to gain valuable insights into customer behaviors, preferences, and trends. Integrating BI into Customer Relationship Management (CRM) systems offers a strategic advantage by enabling data-driven decision-making and enhancing customer engagement. This paper proposes a comprehensive framework for BI-CRM integration, highlighting its impact on operational efficiency, personalized marketing, and customer satisfaction. The study reviews existing literature on BI and CRM, identifies key integration challenges, and provides a structured approach to implementing BI-powered CRM systems. The proposed framework aims to enhance data analytics capabilities, streamline decision-making, and optimize customer interactions. Finally, real-world case studies and industry examples illustrate the benefits of BI-CRM integration, making a compelling case for businesses to adopt data-driven CRM strategies.