Increasing Business Growth Through Strategic Integration of Big Data in Customer Relationship Management (CRM): A Systematic Literature Review

This study This study aimed to examine how the strategic integration of big data in Customer Relationship Management (CRM) could enhance business growth by leveraging big data, exploring its impact on more accurate business decision-making, and assessing how its implementation could create a competitive advantage in an increasingly competitive market. This study used a systematic literature review following the Petticrew and Roberts framework. The articles were limited to empirical studies published between 2019 and 2024, sourced from the Dimensions AI database. The findings indicated three primary approaches to integrating Big Data into CRM systems: predictive analytics for understanding customer behavior, data-driven segmentation for more personalized offerings, and marketing process automation to improve operational efficiency. Additionally, two key factors were identified as influencing the success of Big Data integration in CRM: an organizational culture supportive of innovation and adequate analytical skills among staff. The study also found that the main challenges faced by companies in implementing Big Data were data privacy issues and technological infrastructure limitations. Lastly, it was noted that the research focus on Big Data integration in CRM had shifted from technical aspects to its impact on customer experience and brand loyalty. As this study exclusively used Dimensions AI, relevant articles outside this database may not have been accessed, thus limiting the scope of the findings. This study offered insights for companies on how the strategic integration of big data in CRM could enhance business growth by enabling more accurate data-driven decision-making, personalized customer service, and improved customer retention through predictive analysis. Originality/value – Through a systematic scoping review, this study presented recent developments on how the strategic integration of big data in CRM could enhance the effectiveness of customer relationship management and business growth while exploring the predictive and personalization techniques necessary to maintain a competitive edge in a dynamic market.