數(shù)據(jù)挖掘技術(shù)在crm中的應(yīng)用-全文預(yù)覽
【正文】 ue and customer satisfaction by organizing an enterprise around customer segments, fostering customersatisfying behaviours and linking processes from customers through suppliers. (Collins 2001)Functions of CRM:CRM requires the firm to know and understand its markets and customers. This involves detailed customer intelligence in order to select the most profitable customers and identify those no longer worth targeting. CRM also entails development of the offer: which products to sell to which customers and through which channel. In selling, firms use campaign management to increase the marketing department’s effectiveness. Finally, CRM seeks to retain its customers through services such as call centres and help desks. (Rygielski et el. 2002)Many practitioners recognise that keeping customers is more profitable than attracting new customers (Bitran and Mondschein, 1997). According to Srivastava et el. (2002), to acquire a new customer costs five to seven times more than to retain an existing one. Hence, many panies are adopting CRM as a means to develop and maintain successful customer relationship (Verhoef and Donkers, 2001). This generally accepted view on the motive of adopting CRM focuses more on maintaining the relationship of existing customers, not on acquiring new customers. However, acquiring new customers, which can be viewed as Customer Relationship Establishment (CRE), should form a part of Customer Relationship Management. My arguments are a) all the CRM activities are based on the acquisition of new customers, it is the premise of the CRM activities onwards, and b) to understand a potential customer’s need is as strategically important as to understand a current customer’s in terms of product design as well as aftersales service, and furthermore, c) the same theory and practise of CRM activities on a current customer can also be applied to a prospect, . marketing segmentation on differentiating profitable (potential) customers from those nonprofitable. Thus, marketing activities involving converting prospects to customers should also be included into the CRM domain. CRM in BusinesstoBusiness (
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