Integration of IIoT and Customer Relationship Management (CRM)

: a qualitative study on the impact in sales performance and CRM in the mining and construction industry.

Abstract

The integration of Industrial Internet of Things (IIoT) technology with Customer Relationship Management (CRM) systems represents a significant advancement in the digital transformation of the mining and construction industries. This thesis explores how the convergence of these two powerful technologies can enhance operational efficiency, improve customer engagement, and drive business growth in sectors traditionally characterized by labor-intensive and complex operations. The research begins by outlining the growing importance of IIoT in industrial settings, particularly in mining and construction, where the technology enables real-time data collection, analysis, and automation of processes. The thesis then examines the role of CRM systems in managing customer interactions and relationships, emphasizing how these systems have evolved to become central to business strategies focused on customer satisfaction and retention. The core of the thesis investigates the practical integration of IIoT and CRM systems, analyzing how data generated by IIoT devices can be leveraged within CRM platforms to provide deeper insights into customer behavior and equipment performance. This integration allows companies to offer more personalized and proactive services, predict maintenance needs, optimize resource allocation, and ultimately enhance customer satisfaction. The thesis presents several case studies from the mining and construction industries, illustrating the tangible benefits and challenges of this integration in realworld scenarios. Among the key findings, the thesis highlights the significant advantages of integrating IIoT with CRM, including improved predictive maintenance, enhanced customer service, and the creation of new revenue streams through data-driven insights. However, the research also identifies several challenges, such as the technical complexity of integration, the need for robust data security measures, and the regulatory implications of managing large volumes of customer data. The thesis concludes by offering practical recommendations for industry stakeholders. These include adopting standardized IIoT architectures to facilitate integration, investing in advanced data analytics capabilities, and ensuring compliance with data protection regulations to maintain customer trust. Additionally, the research suggests that ongoing innovation and collaboration between technology providers and industry players will be crucial in overcoming the challenges associated with IIoT and CRM integration. Overall, this thesis contributes to the understanding of how IIoT and CRM can be synergistically combined to drive operational and customer relationship excellence in the mining and construction industries. By providing a detailed analysis of the benefits, challenges, and future potential of this integration, the thesis offers valuable insights for companies seeking to stay competitive in an increasingly digital and data-driven market.

Date of Award	2024
Original language	English
Supervisor	Markus Vorderwinkler (Supervisor)