The New Trend and Application of Customer Relationship Management under Big Data Background

Abstract

One of the important trends of marketing management is digitization. The concept of digitization has been imported to many fields and is well known to everyone. However, because of the limitation of digitization’s meaning and expansion, companies have different understandings of it. The meaning of the digital CRM is a digital customer experience that is specially built and customer-oriented. It is a business reform that improves value creation. Current companies not only focus on the effects brought by technologies, but also focus on how the digital business mode makes profits. This article explains the evolution of marketing management from traditional CRM to analytical CRM to digital CRM. Based on the characteristics of digital CRM, we discussed the new trend and application of CRM.