Exploring a Deep Analysis Method for “Click-Stream” Information from the Perspective of the Flow of Bidirectional Value of Customer Relations Based on Ricoeur's Hermeneutic Theory

Click-streams of online shopping are the tracks/trails of interactions between a customer and a vendor.We observe that it is of great importance both in theory and practice to explore a deep analysis method for analyzing click-stream information of an individual customer in a specific transaction for understanding the bidirectional value transfer within the machine-human interaction of an online store and for its personalization.We analyze the significance,the hierarchical structure and the characteristics of click-stream information and propose that Ricoeur's hermeneutic theory be the foundation of forming such a deep analysis method.Then we use the empirical context information of the click-stream to improve the naive interpretation put forward by Ricoeur.Moreover,we apply the Grounded Theory to extend the deep analysis of Ricoeur's theory of textual interpretation.The improved theory fits well with the needs of interpretation and the analysis of click-stream information.We exemplify and show the feasibility of this analysis method by using data collected(a single case)from a large study of human-computer interaction.

BSI Group Chairman Sir David John in China to Meet Customers and Consolidate Relations with the Chinese Standards Community

On 29th November 2004, BSI Group Chairman Sir David John and senior colleagues were in Beijing to meet with Management Systems’ clients of the BSI Group and to consolidate already established relationships with the Chinese standards community. This trip came in the wake of last year’s visit of the Group Chairman to Beijing and Shanghai, which paved the way for the signing of a cooperation agreement between BSI and the Standardization Adminis-

Design and development of analytical CRM based on OLAM technology

Some key technologies of actualizing customer relationship management(CRM)systems are researched.The customer analysis mining prototype systems on the basis of on-line analytical mining(OLAM)is designed.After transaction analysis,the data warehouse of CRM is constructed.The CLV/CL/CC customer division model based on customer lifetime value,customer loyalty and customer credit is emphatically researched.Three parameters of customer division—customer lifetime value,customer loyalty and customer credit—are calculated by corresponding algorithms,which can realize customer divisions effectively and improve the accuracy of distinguishing among customers.The data of product sales are analyzed by the sequence association rules algorithm,the potential rules of the products relevance are discovered,which can provide evidence for supporting decisions such as promotion strategies.The transaction data such as product sales volumes and order lists are analyzed on-line through multi-dimensional and multi-level up-drills,down-drills,and horizontal/longitudinal sections.The customer property factors are analyzed as well.The theory and practice of OLAM and its visualization are further explored.

A Functional Framework for Integrating eCRM with Workflow Management Based on Customer Value

eCRM ties customer relationship management with e-business. Very often, eCRM is interfaced with other information systems to form a seamless integration and interchange of information both inside and outside an organization--a work flow management system. This integration of business partners, suppliers, and customers is essential in this global competitive market environment. An effective infrastructure and hence an appropriate framework are required to provide the information exchange and data analysis between eCRM and work flow management. This paper proposes a functional framework of eCRM based on customer value to realize the win-win strategy for both the companies and their customers. Moreover, a workflow management system also forms an integral part of this total solution to facilitate the implementation of a supply chain or extended enterprise.