The Impact of Customer Interaction Data from Call Centers and Digital Channels on Improving CRM Processes Integrated with ERP Systems (Case Study: Irancell)
Keywords:
Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), Customer Interaction Data, Systems Integration, Organizational Performance, Competitive Advantage, IrancellAbstract
In the era of digital transformation, service organizations are confronted with a vast volume of data generated through customer interactions in call centers and digital channels. The effective utilization of these data requires the integration of Customer Relationship Management (CRM) systems with Enterprise Resource Planning (ERP) systems. The present study was conducted with the aim of examining the impact of customer interaction data on the improvement of CRM processes integrated with ERP systems in Irancell Company. In terms of purpose, this study is applied research, and in terms of methodology, it is a descriptive-survey study with a quantitative approach. The statistical population consisted of Irancell employees, among whom 330 participants were selected through convenience sampling. Data were collected using a standardized 33-item questionnaire based on a five-point Likert scale. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. The findings indicated that various CRM features in the dimensions of marketing, sales, and service/support have a significant effect on CRM capabilities, and these capabilities directly enhance organizational performance. Furthermore, CRM–ERP integration plays a reinforcing role in these relationships. The findings suggest that the analytical use of customer interaction data, when supported by system integration, can lead to improved organizational performance and the creation of sustainable competitive advantage in the telecommunications industry.
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Copyright (c) 2025 Ali Tasharofi (Author); Elham Fazeli Veisari (Corresponding author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
