Promoting a revamped CRM through Internet of Things and Big Data: an AHP-based evaluation

Purpose Internet of things (IoT) and big data (BD) could change how the societies function. This paper explores the role of IoT and BD and their impact on customer relationship management (CRM) investments in modern customer service. The purpose of this paper is to develop an analytic hierarchy planning framework to establish criteria weights and to develop a general self-assessment model for determining the most important factors influencing the IoT and BD investment in CRM. The authors found that most studies have focused on conceptualizing the impact of IoT without BD and with limited empirical studies and analytical models. This paper sheds further light on the topic by presenting both IoT and BD aspects of future CRM. Design/methodology/approach The analytic hierarchy process (AHP) methodology is used to weight and prioritize the factors influencing the IoT and BD investment in modern CRM in the service industry. The AHP framework resulted in a ranking of 21 sustainability sub-factors based on evaluations by experienced information technology and customer service professionals. Findings The paper provides significant insight on the new frontier of CRM, focusing on the use of IoT and BD and the respective solutions to address them were identified. This study primarily contributes in providing the process of effectively managing and implementing IoT and BD in big businesses by identifying the connecting link between firms and customers. Practical implications The understanding of new frontier of CRM connective via IoT and BD can solve the dilemmas and challenges linked to the practice of implement IoT and BD in the information systems field. The study provides valuable information and critical analysis of IoT and BD with regard to the integration of CRM. Finally, this study further provides directions for future researchers. Originality/value IoT and BD are a growing phenomenon, which business decision-makers and information professionals need to consider seriously to properly ascertain the modern CRM dimensions in the digital economies. They also should embrace the proper CRM innovation, which is powered by IoT and BD, and discover how IoT and BD can bring the next level of maturity to CRM “CRM of everything.”