CRM and the Evolution of Customer Engagement in Online Shopping Platforms: An Analytical Study

Abstract

This study investigates the evolution of Customer Relationship Management (CRM) and its impact on customer engagement in online shopping platforms. Through a quantitative analysis of 100 respondents, the research examines the relationship between personalized product recommendations and the effectiveness of AI-powered recommendations. The findings reveal a strong correlation between these variables, with 42% of respondents considering personalized recommendations moderately important and 41% finding AI-powered recommendations moderately effective. The study also highlights the dominance of Amazon in the e-commerce space and the importance of features such as customer reviews and easy navigation. While customers show a positive inclination towards personalization, concerns about data privacy persist. The research provides valuable insights for e-commerce businesses to enhance their CRM strategies, emphasizing the need for transparent data usage practices and tailored customer experiences to drive engagement and loyalty in the competitive online marketplace.