Driving Innovation Through Customer Relationship Management—A Data-Driven Approach

Customer relationship management (CRM) is a key factor driving innovation and organizational growth. The present study investigated the relationship between data-driven CRM (DDCRM) and innovation in Taiwan. We developed a research model involving CRM theory, innovation theory, and the technology adoption model (TAM) theory to account for the cultural and organizational contexts of Taiwan and investigate this relationship. The study distributed questionnaires to employees and stakeholders within Taiwanese firms to understand their firms’ innovation and CRM practices. The results indicate that technology adoption and organizational culture have mediating effects and industry dynamics and organizational size have moderating effects on the relationship between DDCRM and innovation. That is, adopting new technology and having an organizational culture that supports innovation and company-wide collaboration can enhance the effects of implementing DDCRM practices. In addition, certain industries (e.g., the technology industry) are more likely to effectively leverage DDCRM practices to drive innovation, and although large organizations have more resources and can therefore more easily implement CRM systems, small and medium-sized enterprises (SMEs) can more quickly adapt and innovate on the basis of CRM insights. These findings highlight the importance of DDCRM in driving innovation and reveal key factors influencing the effectiveness of CRM in doing so. The study features comprehensive suggestions of operable strategies and measures for Taiwanese SMEs, hopefully assisting them in gaining a market advantage and elevating their innovation capabilities by leveraging DDCRM practices.