The Impact of Business Intelligence on Decision-Making Process and Customer Service

Business Intelligence (BI) is critical in enhancing decision-making processes, operational efficiency, and positive outcomes such as improved customer service, stronger customer relationships, increased profitability, and lower failure rates. This study investigates and analyses the impact of Business intelligence on decision-making and customer service. The secondary data collection methodology employed in this paper involves a systematic review of existing knowledge by researchers about Business Intelligence. Several keywords were used, such as “Business Intelligence,” “BI in customer service and decision-making process”, and “BI Tools”. The collected research was published between 2018 and 2023 to ensure up-to-date information. This method facilitated the detection of the effect of business intelligence on decision-making and customer service by presenting its tools and challenges of implementation and examining its impact on Uber as a case study. Finally, the results have shown a positive effect on the decision-making and customer service level at Uber after using business intelligence and its tools efficiently.