The role of big data analytics in customer relationship management: Strategies for improving customer engagement and retention

Authors:
  • TITochukwu Ignatius Ijomah
    Tochukwu Ignatius Ijomah
  • CICourage Idemudia
    Courage Idemudia
  • NENsisong Louis Eyo-Udo
    Nsisong Louis Eyo-Udo
  • KAKikelomo Fadilat Anjorin
    Kikelomo Fadilat Anjorin
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Abstract
This paper explores the transformative impact of Big Data Analytics on Customer Relationship Management (CRM), focusing on its role in enhancing customer engagement and retention. The study highlights how Big Data enables businesses to create personalized customer experiences, anticipate customer needs through predictive analytics, and respond promptly with real-time data analysis. Additionally, the paper discusses using sentiment analysis to refine engagement strategies and applying predictive models to prevent customer churn. The effectiveness of loyalty programs is also examined, demonstrating how Big Data can tailor incentives to boost customer loyalty. The conclusion emphasizes the need for future research into advanced machine learning techniques, ethical considerations, and developing more sophisticated real-time analytics tools. The findings underscore the pivotal role of Big Data in transforming CRM strategies, driving customer satisfaction, and ensuring long-term business success.

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