Data Driven Customer Relationship Management and Its Impact on Consumers' Net Promotors Score (NPS): An Empirical Investigation

Abstract

In the contemporary competitive landscape, businesses are increasingly adopting data-driven approaches to revolutionize Customer Relationship Management (CRM) practices. This study delves into the profound impact of data-driven CRM strategies on enhancing consumers' Net Promoter Scores (NPS), a pivotal metric that measures customer loyalty and advocacy. Through an extensive review of literature and empirical analysis, this research scrutinizes how adeptly leveraging customer data, encompassing behavioural insights and personalized marketing tactics, shapes NPS outcomes. Data-driven CRM denotes the strategic utilization of customer data to optimize interactions and inform strategic decisions. People from Customer Relationship Management Department were considered for study survey to know the factors that shows “Data Driven Customer Relationship Management” and its impact on Consumers' Net Promotors Score. Customer Segmentation, Personalization, Predictive Analytics and Customer Feedback Analysis are the factors that shows significant impact on NPS.