This paper aims to examine how customer relationship management (CRM) systems are in place in firms in practice with a focus on the customer needs and requirements, i.e. how analytical CRM systems are used to support organizational decision making and how such a system can be integrated with CRM systems. The current practice of CRM application is based on research literature review on CRM, a-CRM and their applications. A conceptual analysis of an analytical CRM system in organization where CRM systems are already in place is developed based on the findings and literature review. The latest findings on CRM systems and a-ACRM systems and its application are reported, and an innovative analytical CRM system is proposed integrating with already existing CRM systems in organizations.
Customer Relationship Management (CRM), Analytical Customer Relationship Management(a-CRM), Customer, Marketing, customer behavior
