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 A Service Science Framework for Developing Customer Intelligence in SMEs
Tác giả hoặc Nhóm tác giả: Nguyen Anh Khoa Dam, Thang Le Dinh, Thi My Hang Vu
Nơi đăng: The 3rd International Conference on Marketing in the Connected Age (MICA-2022); Số: N/A;Từ->đến trang: 1-12;Năm: 2022
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
ABSTRACT
The age of big data highlights the important role of customer intelligence (CI) in the survival and growth of enterprises. The large amount of user-generated data on digital platforms has become a valuable source of knowledge for data-driven decisions in marketing. However, for most companies, overcoming the obstacles related to customer intelligence is perplexing. Firstly, determining and applying relevant types of customer intelligence for specific business cases is a real challenge for enterprises, especially small and medium-sized enterprises (SMEs). SMEs seem to lose track in practice when it comes to identifying the right type of customer intelligence for business situations in practice. Secondly, the analytical capabilities of SMEs are limited. Lastly, business users are not familiar with analytic techniques or algorithms. The objective of the paper is to propose a service science approach for developing customer intelligence to support marketing decisions in SMEs. The proposed approach is a multidisciplinary approach to redefine problems outside of normal boundaries and reach solutions based on a new understanding of complex situations. Particularly, this approach focuses on the science, management, and engineering dimensions of a service system. The management dimension aims at applying customer intelligence to specific business cases through a context-aware artificial intelligence (AI) based interface. The science dimension aims at applying business analytics to transform customer data into customer knowledge and context-aware knowledge. Finally, the engineering dimension focuses on acquiring, integrating, and classifying data from different sources.
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