IGNOU BRL 109 2026 - Describe the role of technology and customer information sys

Question

Describe the role of technology and customer information systems in enhancing customer value management. Support your answer with a practical illustration from an organisation using digital tools for customer engagement.

12 Feb 2026

Answer :

Word Count : 688

Technology and customer information systems play a pivotal role in enhancing customer value management (CVM) by enabling organisations to understand, anticipate, and respond to customer needs more effectively. CVM focuses on maximizing the value a company derives from its customers over the long term while simultaneously delivering superior value to the customers themselves. Technology facilitates this process by collecting, analyzing, and applying customer data to create personalized experiences, optimize engagement, and foster loyalty. Customer information systems, such as Customer Relationship Management (CRM) platforms, are central to CVM. These systems store comprehensive data about customer interactions, preferences, purchasing behavior, and feedback. By aggregating this data from multiple touchpoints—including websites, mobile applications, social media, and in-store interactions—organisations gain a 360-degree view of their customers. This holistic understanding allows companies to segment their customer base accurately, identify high-value customers, predict future behavior, and tailor products, services, and communication to individual needs. For instance, predictive analytics within CRM systems can identify customers likely to churn and trigger targeted retention

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