A Study on the Effectiveness of Customer Relationship Management (CRM) Integrated with Business Intelligence at Roots Industries India LTD., Coimbatore

This study investigates the effectiveness of Customer Relationship Management systems when integrated with Business Intelligence tools at Roots Industries India Ltd., Coimbatore. In contemporary business environments, organizations are increasingly adopting data-driven approaches to strengthen customer engagement and support strategic growth. While CRM systems help manage customer interactions and streamline business processes, their true potential is realized when combined with Business Intelligence capabilities that transform raw data into actionable insights. This research examines how these integrated systems function within a manufacturing context, focusing specifically on system usability, data quality, and organizational integration. The study employs a descriptive research design with primary data collected from 120 employees through structured questionnaires using convenience sampling methodology. Secondary data was gathered from company documents, academic journals, and industry publications. Statistical analysis techniques including Simple Percentage Analysis, Chi-Square Test, and Correlation Analysis were applied to interpret the findings. The results demonstrate that well-structured CRM systems supported by high-quality data and seamless integration significantly enhance decision-making processes and customer relationship management practices. Business Intelligence tools further strengthen organizational analytical capabilities, enabling more accurate forecasting, identification of business opportunities, and improved strategic planning. The research confirms that CRM-BI integration positively impacts sales performance through enhanced lead conversion rates, effective sales monitoring, and deeper customer insights.