Title: The contribution of data visualisation tools towards better customer relationship management

Authors: Bayan Rasheed Ghozlan; Emad A. Abu-Shanab

Addresses: Jordan University of Science and Technology (JUST), Irbid, Jordan ' Accounting and IS Department, College of Business and Economics, Qatar University, Qatar

Abstract: Data is a valuable asset for businesses if it is visualised to enable decision-makers to gain insights that help them earn a competitive advantage or better market share. The visualisation process not only supports decision-makers but also scientists, journalists, and healthcare workers. Many visualisation software evolved to help general users and experts better present their data easily and attractively. In this study, we conducted a new comparison among six available tools based on specific criteria, and we tried to build a framework for the questions to be explored concerning customer relationship management (CRM), data visualisation (DV) activities, and how DV tools can contribute to building better CRM activities and processes. The studied tools have never been studied together and in the same context.

Keywords: data visualisations tools; D3.js; GoogleCharts; FusionCharts; Tableau; RAWGraph; Datawrapper; customer relationship management; CRM.

DOI: 10.1504/IJBIS.2025.144076

International Journal of Business Information Systems, 2025 Vol.48 No.1, pp.72 - 98

Received: 17 Dec 2020
Accepted: 29 May 2021
Published online: 24 Jan 2025 *