Data driven e-crm model on active online engagement for smes in Malaysia

Tang, Adriano Chin Hoong (2023) Data driven e-crm model on active online engagement for smes in Malaysia. Master dissertation/thesis, UTAR.

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Abstract

This dissertation aims to propose a robust Data-Driven e-CRM model designed to empower online enterprises, especially Small and Medium Enterprises in Malaysia, to achieve economic sustainability during their interactions with prospects and customers. The model integrates web analytics and e-CRM to foster active online engagement, offering a multi-disciplinary approach that bridges Computer Science and business realms. The study commences with an exhaustive review of existing literature to comprehensively explore the significance of Customer Relationship Management in diverse online commerce contexts. It then investigates the significance of web analytics in the realm of online commerce. Special attention is given to understanding the feasibility and potential benefits of developing a model for active online engagement tailored specifically for SMEs in Malaysia. This literature review sets the foundation for proposing an innovative and contextually relevant model. The recommended approach advocates for the integration of web analytics with e-CRM to facilitate automated engagements and re-engagements through pre-set drip campaigns. This proactive strategy allows companies to take immediate actions during campaigns, transforming the conventional post-campaign analysis paradigm. The model further enables seamless modifications to web content, design, and landing pages using a spectrum of approaches from no-code to high-code. The dissertation contends that this integration enhances operational and innovation performance, fostering new paradigms in business operations. II The selection of web analytics and e-CRM technologies is methodically conducted through a systematic comparison of the leading technologies available. The integration process prioritizes accuracy, reliability, and affordability to ensure its practicality for SMEs with resource constraints. To gauge the success of the integration, a comprehensive set of quantitative and qualitative metrics are employed. These include website traffic and page views, conversion rates, bounce rates, average session duration, cost spent to acquire new customers, average customer revenue over the entire relationship, and various customer engagement metrics. Additionally, surveys and questionnaires contribute qualitative insights into the customer experience. The empirical investigation involves three SMEs spanning diverse industries: Food & Beverages, Education, and E-Commerce Platforms. This strategic selection allows for a representative study, showcasing the model's applicability across distinct market demographics. The data compilation and analysis reveal that the integration of web analytics and e-CRM yields superior results compared to their individual applications. The findings underscore the potential of the proposed model in enhancing the online engagement strategies of SMEs, thereby contributing to their sustained economic success in the digital landscape.

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