Customer Relationship Management in the Digital Era Challenges and Opportunities in The Construction Sector
Abstract
This research examines the challenges and opportunities of implementing digital customer relationship management in the construction industry through a qualitative library research approach. The construction sector faces structural barriers in digital adoption, including data fragmentation, multi-stakeholder complexity, and organizational resistance to change. Analysis of contemporary literature reveals that digital CRM integration with technologies such as artificial intelligence, big data analytics, and Internet of Things creates significant transformation in customer interaction management. Research findings indicate that effective implementation requires comprehensive strategies encompassing appropriate technology selection, employee capability development, and systematic customer data collection. Digital approaches demonstrate superiority in service speed and access convenience, while traditional methods maintain advantages in building emotional connections. This study contributes theoretically to digital CRM literature in construction contexts and practically provides strategic recommendations for industry practitioners to enhance competitive advantage through balanced digital-relational integration approaches. Furthermore, the findings highlight the importance of aligning digital CRM initiatives with organizational culture and long-term business objectives to ensure sustainable adoption. Successful implementation also depends on continuous evaluation of customer needs, integration of cross-functional teams, and establishment of clear performance metrics. As the construction industry becomes increasingly competitive, firms that leverage digital tools to personalize communication, predict customer expectations, and optimize project workflows are more likely to achieve higher satisfaction and long-term loyalty.
Keywords: artificial intelligence; construction industry; customer relationship management; digital transformation; organizational performance; technology adoption
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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