利用数据挖掘加强客户关系管理

Using Data Mining to Strengthen CRM

为有效地管理和利用庞大的客户、销售数据,通过关联规则、分类预测、时间序列分析、聚类分析、基于Web在客户关系管理中常用到的数据挖掘技术,对客户数据库的大量客户消费信息进行分析和处理,然后将分析结果反馈给管理者和整个企业内部,为企业的客户关系管理工作提供决策支持。数据挖掘技术在客户关系管理中获得新客户,提高顾客价值,保持新客户等领域的应用。

Facing the huge data about customers and sales,the management and use of it is a very extrusive problem to be resolved.We can analyze and dispose the plenty of data in customers` database though data mining techniques,then feedback the results to the manager and the inner layer of enterprise to support the decision work of CRM.This paper introduces such methods and techniques of data mining used in CRM as association rules,classification prediction,time series data,clustering techniques etc.Then the paper discusses the application fields of data mining in CRM such as getting new customers,improving customers` value,keeping new customers.Finally,the paper illuminates the way to use data mining in CRM by analyzing a case of customer losing.