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Data-Driven Triumph: CRM Sales Insights Revolutionize Customer Retention
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Author(s): Vishakha Kuwar (Dr. D.Y. Patil Vidyapeeth, Pune, India), Prakash Divakaran (Himalayan University, India), Vandana Mishra Chaturvedi (D.Y. Patil University, India), Shitiz Upreti (Maharishi Markandeshwar University, Mullana, India), Kamal Upreti (Christ University, India)and Akhilesh Tiwari (Christ University, India)
Copyright: 2025
Pages: 18
Source title:
Transforming the Service Sector With New Technology
Source Author(s)/Editor(s): Varinder Singh Rana (City University, Ajman, UAE), Gaurav Bathla (CT University, India), Ashish Raina (CT University, India)and Divoy Chhabra (CT University, India)
DOI: 10.4018/979-8-3693-7447-4.ch012
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Abstract
Context: The examination of the CRM data is anchored in a comprehensive analysis of sales performance metrics, with a significant role played. It was found a gap in the literature, considering the scarcity of pertinent case studies within the academic literature. Method: The geographical factor is paramount in this analysis, as it unveils divergent results across different regions. Moreover, the venture into predictive analytics for sales forecasting, capitalizing on CRM primary data spanning from 2018 to 2023, facilitating more informed decision-making. The sample comprises around 1500 Business to Business customer clusters for in-depth analysis is considered. Findings: From the Business Intelligence analysis, it was found the presence of long-standing customers with a lower purchase rate, favouring average industrial product models preferred by the customers. Conclusion:The study also explores the link between CRM can shape business strategies, enhance customer relationships, and boost organizational performance and customer retention.
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