Transforming the CRM Diamond Model with Genetic Data Integration

Ivelina Ivanova-Kadiri – University of Economics–Varna, Faculty of Management, Marketing Department, Kniaz Boris I Blvd. No 77, 9000, Varna, Bulgaria

Abstract: This paper explores the integration of genetic data into the CRM Diamond model, proposing a new model for CRM-Diamond with the incor­poration of customer genetic data. It offers insights into the implications for customer relationship management (CRM), emphasizing enhanced cus­tomer segmentation, personalized marketing strategies, and improved en­gagement. However, this integration presents challenges related to data pri­vacy, ethical considerations, and regulatory compliance. The study exam­ines these challenges and proposes strategies for responsible implementa­tion while ensuring transparency and trust in customer relationships. The proposed integration involves redefining the CRM Vision to prioritize hy­per-personalization, adapting core CRM activities to accommodate genet­ic data, and emphasizing robust data privacy measures. This research aims to inform businesses about the transformative potential of genetic insights in CRM processes and the importance of ethical and compliant practices.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-84-4, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2024

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