An Enriched Framework for CRM Success Factors Outlining Data Analytics Capabilities’ Dimension: A Case Study from the Retail Industry

Jabado, Roula; Jallouli, Rim

The evolution of Big Data has been attracting many researchers who emphasized on the growing role of data analytics capabilities (DAC) in enhancing marketing decisions within enterprises. Although various hypothesis and theories have been previously generated, yet case studies validating them by real-life examples have been scarce. This research paper serves as an exploratory qualitative research, based on a single case study with a retail company established in Lebanon: The United Company for Central Markets SARL (UCCM). The grocery retail industry is a good example because it’s changing faster than most other complex industries, making it harder to detect and keep any competitive advantage. The study on hand aims to inductively develop theory further, and reflects UCCM’s results by illustrating an enriched conceptual framework for understanding how efficient CRM systems, when integrated with DAC, can enhance Marketing decisions during times of crisis management. UCCM’s research design and decision-making process allow addressing DAC as a new key dimension for the enriched conceptual framework. UCCM’s results also clarify how DAC play a crucial integrative role in adding value to the three factors of a CRM successful implementation: People, Technology and Process. The enriched conceptual framework proves to be a valuable heuristic tool that highlights the importance of establishing and acquiring a new skill set of competencies that combine Marketing with technologies and data analytics, especially during times of crisis management.