The Contribution of Data Visualization Tools Towards a Better Customer Relationship Management

Abstract

Data is a valuable asset for businesses if it is visualised to enable decision-makers to gain insights that help them earn a competitive advantage or better market share. The visualisation process not only supports decisionmakers but also scientists, journalists, and healthcare workers. Many visualisation software evolved to help general users and experts better present their data easily and attractively. In this study, we conducted a new comparison among six available tools based on specific criteria, and we tried to build a framework for the questions to be explored concerning customer relationship management (CRM), data visualisation (DV) activities, and how DV tools can contribute to building better CRM activities and processes. The studied tools have never been studied together and in the same context.