The Role of Business Intelligence in Supporting Customer Relationship Management: An Analytical Study of Asiacell Mobile Communications Company in Iraq

Abstract

This research seeks to establish a conceptual framework for both Business Intelligence (BI) and Customer Relationship Management (CRM), in addition to the relationship between the two concepts in order to obtain the required information for the beneficiary. The research seeks to investigate the relationship and impact of business intelligence on CRM. To achieve the objectives of the research, a sample of (433) employees working for Asiacell in Iraq was selected. The relationship was tested using the Minitab.16 statistical program to analyze the study questionnaire related to the independent and dependent variables, which showed a clear effect of BI in CRM. Research recommendations emphasized the need for management in the organization in question to adopt BI as a supporter of CRM to provide the necessary information for decision-making and to achieve the mutual benefit between the organization in question and customers in order to achieve desired goals.