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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Improving Data Quality in Intelligent eCRM Applications

Improving Data Quality in Intelligent eCRM Applications
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Author(s): Bashar Shahir Ahmed (University Abdelmalek Essaadi (Computer Science and Systems Engineering Laboratory), Morocco), Fadi Amroush (Universidad de Salamanca, Spain) and Mohammed Ben Maati (University Abdelmalek Essaadi, Morocco)
Copyright: 2018
Pages: 11
Source title: Encyclopedia of Information Science and Technology, Fourth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2255-3.ch140

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Abstract

Today most of the businesses are in continuous search of sophisticated tools and techniques to progressively grow their business. And therefore, the use of intelligence systems has found its pace in the global market. The intelligence systems has mostly effected the E-CRM as it is the most critical and central part for the growth of the business. The E-CRM approaches have enhanced drastically with an integration of the business intelligence systems and organizations are now diligently striving for excellence by gaining benefit from these integrated systems. However, there are many organizations which lag behind in escalating their progress and growth as they have not yet understand how to improve the data quality by using business intelligence systems and therefore used it for decision making. Hence, the following research is conducted to study the implementation trends of Intelligence E-CRM in business process and how the business intelligence systems could help in improvising the data quality and the business processes.

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