Highlights: Telecommunications companies have to deal with ever-increasing amounts of data and information. To remain competitive in this market, they need to satisfy their customers' needs; the advancement of information technologies provides solutions for organizations to optimize their Customer Relationship Management (CRM) processes; companies find it difficult to implement BI-supported CRM.
Objective: Inserted in this context, this research aims to propose a CRM optimization system supported by Business Intelligence (BI) for organizations in the telecommunications sector.
Methodology: A literature survey was carried out in the Scopus and Web of Science databases seeking the concepts, fundamentals, discussions and models proposed within the researched context that could support the formulation of the systematics. In a second step, through a focus group of industry experts, new aspects and observations were added to the method, with the aim of incorporating current practices used in the market. In the third phase of the study, the proposed approach was applied to a telecommunications company operating in the Brazilian market, and its applicability in a real context was verified.
Results: The importance of the adoption of information technologies has been identified for the optimization of customer relationship management processes by the organizations of this sector. There was also the importance of developing roadmaps that can guide companies that choose this path due to the complexity and the various dimensions involved in the implementation. The applicability of the proposed systematic, its difficulties and benefits were verified through its practical test.
Limitations: The systematics proposed in this work was developed for the presented context. Thus, in order to be used in different contexts, such as other industry sectors, further studies are recommended.
Practical Implications: It is understood that the studies presented are of great value to organizations that wish to venture in these ways, by presenting knowledge that can help them in this sense, characterizing the usefulness of research for professional practice.
Value and originality: Finally, few studies have been found in the literature proposing systems for BI-supported CRM optimization, and no work oriented to the specific context of telecommunication organizations in the Brazilian market was found, which attests to the originality of the work.