Title: Principles for successful mobile CRM in organisations from data mining perspective

Authors: Vishal Bhatnagar, Jayanthi Ranjan

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

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.

Keywords: mobile CRM; mCRM; data mining; information technology; mobile services; ICT; information technology; communications technology; customer choice; customer preferences; barriers; customer interactions; remote locations; wireless communication; critical business principles; customer-centric organisations; banking; retail industry; insurance industry; automobile industry; India; customer relationship management; e-CRM; electronic CRM.

DOI: 10.1504/IJECRM.2010.035967

International Journal of Electronic Customer Relationship Management, 2010 Vol.4 No.3, pp.280 - 301

Published online: 11 Oct 2010 *

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