This briefing paper describes key insights of the use of Smart Information Systems (SIS) in Customer Relations Management (CRM), looking at the research of the Finnish telecommunications provider Elisa. The company uses SIS to help manage large customer databases and improve customer interaction by companies. The case highlights practical issues, such as the implications of international differences in ethical norms and values.
Customer relationship management (CRM) deals with the processes and systems that support business strategies to build long-term and profitable relations with customers (Ngai et al. 2009). The rapid development of the digital world has changed marketing models by transforming CRM practices and relationships between customers and companies. Easier access to customers’ online data (through social networks, search engine history, or through the creation of cookies and other tracking systems) allow companies to gather a huge variety of information about customers. Such access also allows companies to create cloud systems which gather and compile the data , and strategize and automate CRM practices.