Ο ρόλος των συστημάτων CRM και των data analytics στην κατανόηση και εξατομίκευση της εμπειρίας του καταναλωτή
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Keywords
Customer Relationship Management (CRM) ; Data analytics ; Big data ; Εμπειρία πελάτη ; Εξατομίκευση ; Personalization ; Πελατοκεντρική στρατηγική ; Predictive analytics ; Business Intelligence (BI) ; Customer loyalty ; Πιστότητα πελατών ; Digital engagement ; Τεχνητή νοημοσύνη ; AI ; Customer journey ; Omnichannel experience ; Data-driven decision making ; L’Oréal ; Zara ; GDPR ; Customer Lifetime Value (CLV)Abstract
This thesis examines the role of Customer Relationship Management (CRM) systems and Data Analytics in understanding consumer behavior and personalizing the customer experience. It analyzes the importance of customer-centric strategies and the contribution of data analytics to business decision-making and customer experience management.
The study presents the main types of CRM (Operational, Analytical, and Collaborative) and explores technologies such as Big Data, Predictive Analytics, and Artificial Intelligence, which enable companies to better understand customer needs and deliver personalized services.
In the practical part, two case studies,
L’Oréal and Zara, are analyzed to demonstrate how CRM systems and Data Analytics are applied to enhance customer loyalty, digital engagement, and competitiveness. Finally, the thesis provides conclusions and recommendations for organizations seeking to adopt a data-driven and customer-centric strategy.