Application of Data Mining in CRM

Xue Xue Han; Jin Hui Lei; Xiao Xia Zhao; Peng Luo; Ju Fang Li

doi:10.4028/www.scientific.net/AMM.444-445.1776

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 444-445Application of Data Mining in CRM

Application of Data Mining in CRM

Abstract:

In the electronic commerce (e-commerce) environment, customer relationship management (CRM) is the core of e-commerce activities, and the customer in the CRM plays a vital role to the enterprise's development. Data mining technology can provide decision support for enterprises in the aspects such as the acquisition and maintaince of customers and the analysis of consumer satisfaction research research (CSR), to improve the market competitiveness of enterprises. This article tells the application of data mining techniques in some areas of CRM.

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Periodical:

Applied Mechanics and Materials (Volumes 444-445)

Pages:

1776-1780

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.444-445.1776

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Online since:

October 2013

Authors:

Xue Xue Han, Jin Hui Lei, Xiao Xia Zhao, Peng Luo, Ju Fang Li

Keywords:

Customer Relationship Management (CRM), Data Mining (DM)

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