Methodology and computer architecture for Sustainable Customer Relationship Management
DOI:
https://doi.org/10.23925/2179-3565.2025v16i2p44-59Palabras clave:
Big Data, Business Intelligence, Social networks analysis, Business Process Re-engineering, Sustainable Development, MarketingResumen
Sustainable customer relationship management (SCRM) tries to align company strategy, business processes, and company information technologies to carry out a sustainable customer relationship management. However, despite the growing interest of companies in incorporating social and environmental aspects into their relationship with customers, and the increase in the number of sustainability-conscious customers seeking more sustainable lifestyles, research on SCRM is recent and limited.
This work contributes to the development of SCRM as it proposes a methodology and a computer architecture that guide the implementation of SCRM in a company during the whole project life-cycle. The methodology includes all the dimensions of sustainability in customer relationship management, and allows to align business strategy, business process, human resources. The computer architecture combines different information technologies and systems such as Business Intelligence, Big Data, or Online social networks.
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