مدیریت ارتباط با مشتری و کلان داده های فعال: شخصی سازی و سفارشی سازی خدمات Customer relationship management and big data enabled: Personalization & customization of services

1. Introduction Managing good customer relationship in an organization refers to the concepts, tools, and strategies of customer relationship management (CRM). CRM as a tools with Web/Apps technology provides organizations ability to understand customers or potential customers its usual practices and thus deliver a particular activities that might convince them to make transactions and decisions [1]. CRM has been discussed in many fields such as business, health care, science, and other service industries. The massive adoption of big data in any sectors has triggered assessment of frontend perspective especially managing customer relationship [2]. It is pivotal to examine the role of big data within CRM strategies. Big data have quantum leap to a digital era where public generates a huge data in any sectors and industries. The amount of data are captured, collected, and processed by organization through digital sensors, communications, computation, and storage had captured information which was valuable to businesses, sciences, government, and society at large [3]. A large amount of data streaming from smartphones, computers, parking meters, buses, trains, and supermarkets [4]. Search engine companies collect enormous amount of data per day and share these data to useful information for others as well as their own used. Big data sources can come from structured or unstructured data formats [5]. These data sources are gathered from multi channels like social networks, voice recording, image processing, video recording, open government data (OGD), and online customers’ activities. Those activities are extracted for the business to understand the patterns or behavior of their customers [6]. Big data can help business to portray their behavior to gain its value especially in sales, customer service, marketing and promotion [7]. Public or private organization see the potential of big data and mining them into big value [8]. Many organizations have made huge investments to collect, integrate, analyse data, and use it to run business activities. For instance in marketing activities as part of CRM’s module; customers are exposed with a lot of marketing messages every day and many people is just ignore those messages unless they find a value from the messages received [9]. Email campaigning program are distributed to public or random customers about their new product so that customers might be interested to have one. Email campaigning may turn into disappointing situation because customers feel bombarded with the spam and lead to increase number of unsubscribes. Marketing strategy is about understanding customers’ habit and behavior about product or service so that the messages are perceived valuable for them [10]. Unfortunately, many organizations may simplify marketing strategies by focusing a short term relationship with their customers with no path in attracting, retaining, and extending for long term relationship.