ABSTRACT
Business intelligence (BI) entails the applications, tools, processes, and techniques that leverage services and software to transform data into smart actions for operational, tactical, and strategic decisions. The intelligent business solution accelerates and extends the service catered to the market researchers, which in turn saves time, money, and endeavours required to determine the customers’ demand and predict, efficient production, and potential revenue enhancement. This study provides a case study of LIC of India pertaining to CRM, an applied BI tool. The qualitative data collated from the CRM Manager, LIC of India, have been presented through narrative analysis. LIC of India has adopted a robust CRM practice to retain existing customers as per the findings of this study.
