Title: Techniques, process and enterprise application for e-CRM using data mining

Authors: Jayanthi Ranjan, Vishal Bhatnagar

Addresses: Institute of Management Technology, Raj Nagar, Ghaziabad, Uttar Pradesh 201001, India. ' Ambedkar Institute of Technology, Geeta Colony, Delhi 110031, India

Abstract: The paper presents the techniques, process and application of electronic CRM (e-CRM) using data mining (DM) techniques. The increase in the competition in every sector of the business has forced the business organisation to become a brand of universal acceptance. This is possible only when the accessibility of the organisation product is to every common people. The e-CRM has provided the means for the business organisation to achieve this. The e-CRM with the application of the DM tools can help better analyse the customer data which will enchase the profitability of the organisation and also helps to improve the relationship of the customers with the firms. The paper demonstrates the ability of the DM to automate the process of searching the mountain of customer|s related data to find patterns that are good predictors of behaviours of the customers which help achieve successful e-CRM in the web domain. The paper gives an idea of how DM capabilities can increase the profitability of the firms by effective e-CRM.

Keywords: data mining; customer relationship management; electronic CRM; e-CRM; World Wide Web; WWW; extraction transformation loading; ETL; behaviour prediction; customer behaviour; internet.

DOI: 10.1504/IJVCM.2009.031769

International Journal of Value Chain Management, 2009 Vol.3 No.4, pp.401 - 410

Published online: 23 Feb 2010 *

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