BI and CRM for Customer Involvement in Product and Service Development
نویسندگان
چکیده
Customer involvement in product and service development (CIPS) is recognized as important for firms; yet the role of Information Technology (IT) in facilitating CIPS is understudied. We examine two enterprise technologies which improve knowledge available to decision makers: Business Intelligence (BI) and Customer Relationship Management (CRM). While CRM provides transactional information and knowledge about customers, BI provides market-sensing and analytics capabilities to leverage customer knowledge. Drawing on this theoretical basis, we posit that BI and CRM, individually and in combination, facilitate CIPS. Our large-sample empirical analysis of U.S. firms broadly supports our propositions. In supplementary analysis, we find that CIPS is associated with higher likelihood of benefits from customer-management systems in terms of development of new or improved products/services resulting from customer feedback. This suggests that customers can be effective contributors to innovation-related value from IT. Our study contributes by showing the role of BI and
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