Authors: Assistant Professor Dhanisha P, Associate Professor Dr. Rajidi Rammohan Reddy
Abstract: The use of BDA technology strategically integrated within CRM systems to fuel organizational growth and gain competitive advantage is becoming increasingly popular among businesses and enterprises. This research proposes a methodology of utilizing BDA for increasing the effectiveness of the CRM management system via applying predictive analysis, real-time customer sentiment analysis, and data-driven decision-making process. The proposed methodology will use a multi-layered architecture consisting of the integration of IoT data within the architecture, algorithms used for customer behavioral prediction using machine learning techniques and Explainable AI for making decisions based on collected data. The analysis conducted demonstrates a remarkable increase in customer retention rate, personalization precision, and overall efficiency. Comparing evaluation reveals that CRM management systems that incorporate BDA show 45% increase in the customer satisfaction prediction accuracy and a 30% decrease in the churn rates.
