تكامل أبعاد إدارة علاقات الزبونفي تسيير البيانات بمنظمات الأعمال

Abstract EN

This research aims to highlight the extent of integration and interdependence between the three dimensions of CRM, (analytical collaborative-operational), in the conduct of customer data obtained from the off-line and on-line environment, and assembled in databases and data warehouse in business organizations.

the results revealed the integration of the previous dimensions in data management, where the CRM collaborative is an opportunity to collect accurate customer data, allowing appropriate targeting of their needs and expectations.

the CRM analytical stores and analyzes the data generated by the CRM collaborative in order to extract the information that the CRM operational tools rely on it to propose the right offer at the right time through the appropriate channel.

this integration is achieved by interactions between the dimensions of CRM and a set of software that have the ability to collect, store, organize, analyze, and use data such as(data warehouse, data mining...), which improves the CRM process.