數(shù)據(jù)挖掘技術(shù)在crm中的應(yīng)用(編輯修改稿)
2024-08-09 23:22 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 and one on which they feel they can depend. Once they have chosen a supplier, having invested this time and effort, they are more likely to stay with that supplier for longer. This invokes the equal importance of deploying CRM in both recruiting new customers and maintaining existing customers. Data Mining Techniques: The ToolCRM can be viewed from two perspectives. Operational CRM refers to the business strategy that focuses on the daytoday management of the customer relationship across all points of customer contact and is enabled by sales and service technologies. Analytical CRM is the part of the CRM business strategy that drives increased customer intelligence and makes information actionable across all touchpoints. (Collins 2001) It enpasses a host of data mining applications (., marketing, forecasting and budgeting) that enable panies to develop greater customer intelligence and accordingly customerspecific strategies. Analytical CRM will be the main theme running throughout the research/project. The essence of CRM is understanding customer needs and leveraging that knowledge to improve a pany’s long term profitability. It requires the alignment of three building blocks: insight into customer decisionmaking, information about customers, and informationprocessing capability. (Stringfellow, et el. 2004) Recent developments in Information Technology (IT) have improved the informationprocessing capability dramatically. This along with the increasing availability of customer information, collected internally with continuous transaction records or bought from external sources, has created opportunities as well as challenges for panies to leverage the data and gain petitive advantage. Large amount of customer information is accessible in the databases, however, the knowledge hidden behind the data is not explicit and ready at hand. With respects to these conditions, the need to use data mining tools, which can help uncover the hidden insight of customer behaviours, has been raised.Data mining is the process of searching and analysing data in order to find implicit, but potentially useful, information. It
環(huán)評(píng)公示相關(guān)推薦
鄂ICP備17016276號(hào)-1