CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

ABSTRACT: Companies face the challenge of managing customer relationships (CRM) in a context marked by a drastic digital transformation and unbridled evolution of consumer behavior, exacerbated by the COVID-19 pandemic. The customer is more demanding, has access to the global market and interacts with companies through multiple digital channels, such as email, social networks, mobile apps or instant messaging. In this situation, the success of a CRM implementation highly depends on information technology and the applications used. To harmonize this new business context with the development of information systems (IS), a suitable CRM ontology and enterprise architecture (EA) is needed. While an ontology-based conceptual model provides a unifying framework, aids sharing and reusing knowledge, and faci

SUBMITTER: Fernandez-Cejas M 

PROVIDER: S-EPMC8859932 | biostudies-literature | 2022 Feb

REPOSITORIES: biostudies-literature