Examining the Strategic Role of CRM Technologies in Enhancing Customer Lifetime Value and Predictive Behavioral Modeling in Omnichannel Environments

Abstract

This study explores the strategic integration of Customer Relationship Management (CRM) technologies to improve Customer Lifetime Value (CLV) and predictive behavioral modeling within omnichannel environments. As customer touchpoints diversify across physical and digital channels, CRM systems serve as vital infrastructures for consolidating interactions, generating predictive insights, and personalizing experiences. Drawing from foundational literature, this paper synthesizes key strategies and evaluates the capabilities of CRM platforms in modeling behavior and optimizing value delivery. Findings suggest CRM’s predictive analytics, when properly synchronized across channels, significantly enhance long-term customer engagement and profitability.