Contents


Preface

Customer relationship management (CRM) is the important branch of management both in B2B and B2C segments. For the last 30 to 40 years, CRM IT systems grew together with general IT opportunities, and now they are an essential part of the management landscape in most companies. Big data opportunities and technologies provide a breakthrough in customer relationship management and improve the role of IT in the process. This book provides rich experience in implementing AI, machine learning, and statistical analysis for CRM. The authors analyze CRM practices in retail, online shopping, and in the financial and educational sectors. The chapters contain analytical research and meta-analysis of various customer groups: differentiated by age, region, and income. This book can be valuable for researchers,

> **Danil Dintsis** RU Training Center, Global Business School, Moscow, Russian Federation

> > Global Business School, Barcelona, Spain

students, and CRM practitioners.
