Principles for successful mobile CRM in organisations from data mining perspective
by Vishal Bhatnagar, Jayanthi Ranjan
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 4, No. 3, 2010

Abstract: The growing importance of customer-centric approach is evident from the fact that organisations started working towards the customer's choices and preferences. The organisations need to interact more often with customers to understand their needs and preferences, which is possible only when the barriers of customer interactions are enhanced (e.g., accessing remotely located customer, etc.). The paper proposes the guiding principles for successful mobile CRM (mCRM) in organisation considering data mining (DM) tools and techniques. The gap between the combined use of proven technologies like wireless communication, DM tools and techniques in system like CRM is big which can be only narrowed through guiding principles. The approach to identify critical business principles for mCRM implementation is based on intensive information gathering process from officials and staff of customer-centric organisations like banking, retails, insurance and automobile which are very critical for successful implementation of mCRM in the organisation from DM perspective.

Online publication date: Mon, 11-Oct-2010

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