数据挖掘技术在CRM中的应用

1、 HYPERLINK ./ HYPERLINK ./ 更多企业学院：./Shopp/中小企业管理理全能版183套讲座+897000份资料./SShop/440.shttml总经理、高层层管理49套讲座+116388份份资料./SShop/338.shttml中层管理学院院46套讲座+66020份资料./SShop/339.shttml国学智慧、易易经46套讲座./SShop/441.shttml人力资源学院院56套讲座+227123份份资料./SShop/444.shttml各阶段员工培培训学院77套讲座+ 324份资料./SShop/449.shttml员工管理企业业学院67套讲座+ 872

2、0份份资料./SShop/442.shttml工厂生产管理理学院52套讲座+ 139200份资料./SShop/443.shttml财务管理学院院53套讲座+ 179455份资料./SShop/445.shttml销售经理学院院56套讲座+ 143500份资料./SShop/446.shttml销售人员培训训学院72套讲座+ 4879份份资料./SShop/447.shttml更多资料请访问问.(.)更多企业学院：./Shopp/中小企业管理理全能版183套讲座+897000份资料./SShop/440.shttml总经理、高层层管理49套讲座+116388份份资料./SShop/338.sh

3、ttml中层管理学院院46套讲座+66020份资料./SShop/339.shttml国学智慧、易易经46套讲座./SShop/441.shttml人力资源学院院56套讲座+227123份份资料./SShop/444.shttml各阶段员工培培训学院77套讲座+ 324份资料./SShop/449.shttml员工管理企业业学院67套讲座+ 8720份份资料./SShop/442.shttml工厂生产管理理学院52套讲座+ 139200份资料./SShop/443.shttml财务管理学院院53套讲座+ 179455份资料./SShop/445.shttml销售经理学院院56套讲座+ 1435

4、00份资料./SShop/446.shttml销售人员培训训学院72套讲座+ 4879份份资料./SShop/447.shttmlCustomeer Rellationnship Managgementt And Appliicatioons off Dataa Miniing Teechniqques In Businness-tto-Bussinesss Induustry Customeer Rellationnship Managgementt (CRMM): Thhe ConnceptFirms ttoday are bbecomiing moore awware oof thee

5、funddamenttal chhangess of ccustommer reelatioonshipps andd the need to immplemeent neew sollutionns andd straategiees thaat adddress thesee channges (Rygieelski et ell. 20002). AAnd thhus thhe conncept of CRRM hass beenn intrroduceed.Definittion oof CRMM:CRM is an ennterprrise-wwide bbusineess sttr

6、ateggy dessignedd to ooptimiize prrofitaabilitty, reevenuee and custoomer ssatisffactioon by organnizingg an eenterpprise arounnd cusstomerr segmments, fostteringg custtomer-satissfyingg behaaviourrs andd linkking pprocessses ffrom ccustommers tthrouggh suppplierrs. (Colliins 20001)Functioons off CR

7、M:CRM reqquiress the firm to knnow annd undderstaand itts marrkets and ccustommers. This invollves ddetailled cuustomeer inttelliggence in orrder tto sellect tthe moost prrofitaable ccustommers aand iddentiffy thoose noo longger woorth ttargetting. CRM aalso eentaills devvelopmment oof thee offeer:

8、whhich pproduccts too selll to wwhich custoomers and tthrouggh whiich chhannell. In selliing, ffirms use ccampaiign maanagemment tto inccreasee the markeeting deparrtmentts efffectiivenesss. Fiinallyy, CRMM seekks to retaiin itss custtomerss throough sservicces suuch ass calll centtres aand heelp de

9、esks. (Rygiielskii et eel. 20002)Many prractittionerrs reccognisse thaat keeeping custoomers is moore prrofitaable tthan aattraccting new ccustommers (Bitraan andd Monddscheiin, 19997). Accorrding to Srrivasttava eet el. (20002), tto acqquire a neww custtomer costss fivee to sseven timess moree than

10、n to rretainn an eexistiing onne. Heence, many compaanies are aadoptiing CRRM as a meaans too deveelop aand maaintaiin succcessfful cuustomeer rellationnship (Verhhoef aand Doonkerss, 20001). TThis ggeneraally aacceptted viiew onn the motivve of adoptting CCRM foocusess moree on mmaintaainingg the r

11、elattionshhip off exissting custoomers, not on accquiriing neew cusstomerrs. Hooweverr, acqquirinng neww custtomerss, whiich caan be vieweed as Custoomer RRelatiionshiip Esttablisshmentt (CREE), shhould form a parrt of Custoomer RRelatiionshiip Mannagemeent. MMy arggumentts aree a) aall thhe CRMM ac

12、tiivitiees aree baseed on the aacquissitionn of nnew cuustomeers, iit is the ppremisse of the CCRM acctivitties oonwardds, annd b) to unndersttand aa poteentiall custtomers neeed is as sttrateggicallly impportannt as to unndersttand aa currrent ccustommers in teerms oof prooduct desiggn as well as a

13、ffter-ssales serviice, aand fuurtherrmore, c) tthe saame thheory and ppractiise off CRM activvitiess on aa currrent ccustommer caan alsso be appliied too a prrospecct, e.g. maarketiing seegmenttationn on ddifferrentiaating profiitablee (pottentiaal) cuustomeers frrom thhose nnon-prrofitaable. Thus,

14、markketingg actiivitiees invvolvinng connvertiing prrospeccts too custtomerss shouuld allso bee inclluded into the CCRM doomain. CRM in Businness-tto-Bussinesss (B2BB) Inddustryy: Thee NeceessityyCRM is not oonly aappliccable for mmanagiing reelatioonshipps bettween businnessess and consuumers, but

15、even more cruciial foor bussinesss custtomerss. In B2B eenviroonmentts, trransacctionss are more numerrous, custoom conntractts aree moree diveerse, and ppricinng schhemes are mmore ccompliicatedd. CRMM straategiees, suuch ass custtomiseed cattaloguues, ppersonnaliseed bussinesss porttals, and ttarg

16、etted prroductt offeers, ccan heelp smmooth this proceess annd impprove efficcienciies foor botth commpaniees. (RRygiellski eet el. 20022)From thhe resspectiive off custtomer behavviour, Bushh (20002) suuggestts thaat B2BB buyeers chhoose a suppplierr withh whomm theyy can devellop a relattionshhip;

17、 oone thhey caan go back to ass requuired and oone onn whicch theey feeel theey cann depeend. OOnce tthey hhave cchosenn a suupplieer, haaving invessted tthis ttime aand efffort, theyy are more likelly to stay with that suppllier ffor loonger. Thiss invookes tthe eqqual iimporttance of deeployiing C

18、RRM in both recruuitingg new custoomers and mmaintaainingg exissting custoomers. Data Miining Technniquess: Thee ToollCRM cann be vviewedd fromm two persppectivves. OOperattionall CRM referrs to the bbusineess sttrateggy thaat foccuses on thhe dayy-to-dday maanagemment oof thee custtomer relattionsh

19、hip accross all ppointss of ccustommer coontactt and is ennabledd by ssales and sservicce tecchnoloogies. Anallyticaal CRMM is tthe paart off the CRM bbusineess sttrateggy thaat driives iincreaased ccustommer inntelliigencee and makess infoormatiion acctionaable aacrosss all touchhpointts. (CCollinn

20、s 20001) Itt encoompassses a host of daata miining appliicatioons (ee.g., markeeting, foreecastiing annd buddgetinng) thhat ennable compaanies to deevelopp greaater ccustommer inntelliigencee and accorrdinglly cusstomerr-speccific strattegiess. Anaalyticcal CRRM willl be the mmain ttheme runniing th

21、hroughhout tthe reesearcch/prooject. The esssence of CRRM is underrstandding ccustommer neeeds aand leeveragging tthat kknowleedge tto impprove a commpanys lonng terrm proofitabbilityy. It requiires tthe allignmeent off threee buiildingg bloccks: iinsighht intto cusstomerr deciision-makinng, innform

22、aation aboutt custtomerss, andd infoormatiion-prrocesssing ccapabiility. (Strringfeellow, et eel. 20004) Recent devellopmennts inn Infoormatiion Teechnollogy (IT) hhave iimprovved thhe infformattion-pprocesssing capabbilityy drammaticaally. This alongg withh the increeasingg avaiilabillity oof cusst

23、omerr infoormatiion, ccolleccted iinternnally with contiinuouss trannsactiion reecordss or bboughtt fromm exteernal sourcces, hhas crreatedd oppoortuniities as weell ass challlengees forr comppaniess to lleveraage thhe datta andd gainn comppetitiive addvantaage. LLarge amounnt of custoomer iinformma

24、tionn is aaccesssible in thhe dattabasees, hooweverr, thee knowwledgee hiddden beehind the ddata iis nott expllicit and rready at haand. WWith rrespeccts too thesse connditioons, tthe neeed too use data mininng toools, wwhich can hhelp uuncoveer thee hiddden innsightt of ccustommer beehavioours, has

25、 bbeen rraisedd.Data miining is thhe proocess of seearchiing annd anaalysinng datta in orderr to ffind iimpliccit, bbut pootentiially usefuul, innformaation. It iinvolvves seelectiing, eexplorring aand moodelliing laarge aamountts of data to unncoverr prevviouslly unkknown patteerns, and uultimaatel

26、y comprrehenssive iinformmationn fromm largge dattabasees (Shhaw 20001). Data mininng cann be eeasilyy fittted innto vaariouss busiiness functtions. Letss takee my MMSc suummer projeect foor exaample. Baseed on the iinterpplay bbetweeen pottentiaal vallue annd reaalisedd valuue, CRRM/marrketinng man

27、nagerss can devisse cusstomerr-speccific strattegiess.Referennce:Bitran, G.R. & Moondschhein, S.V. (19977), AA Compparatiive Annalysiis of Decission MMakingg Proccedurees in The CCataloog Salles Inndustrry, EEuropeean Maanagemment JJournaal, 155 (2). Bush, RR. (20002), The IInteraactivee and Direcct

28、 Marrketinng Guiide, CChapteer 3.66, Thee Insttitutee of DDirectt Markketingg, Midddleseex.Chang, J. (22002), The Custoomer RRelatiionshiip Mannagemeent Soolutioons Guuide, Chaptter 1, CRMGGuru.ccom.Collinss, K.(2001), Annalytiical CCRM: DDrivinng Proofitabble Cuustomeer Rellationnshipss, Sttrateggi

29、c Pllanninng, SPPA-12-7120Regielsski, CC., Waang, JJ.C. & Yen, D.C. (20002), Data Mininng Tecchniquues foor Cusstomerr Relaationsship MManageement, Tecchnoloogy inn Sociiety, 24, ppp. 4883-5022.Shaw, MM. et el. (2001), Knnowleddge Maanagemment aand Daata Miining in Maarketiing, Decission SSupporrt S

30、ysstems, 31, pp.1227-1377. Srivasttava. J., WWang, J.H., Lim, E.P. & Hwwang, S.Y. (20022), AA Casee for Analyyticall Custtomer Relattionshhip Maanagemment, PAKDDD 20002, ppp. 14-27.Stringffelloww, A., Nie, W. & Boween, D.E. (22004), CRMM: Proofitinng Froom Undderstaandingg Custtomer Needss, Buusines

31、ss Horrizonss, 47/5, ppp. 45-52.基于B2B产业业的数据挖掘掘技术在CRRM中的应用用客户关系管理（CCRM）的概概念：今天，企业更加加意识到客户户关系根本性性的变化换和和实施一些新新的办法和策策略来应对这这些变化，并并因此介绍了了CRM的概概念。CRM的定义：CRM是一个企企业经营战略略旨在优化获获利能力、收收入和通过组组织一个企业业市场细分，通通过供应商培培养客户满意意度行为和连连接过程。(2001科科林斯)CRM的作用：CRM需要公司司认识并且理理解她的市场场和客户。这这涉及到具体体用户信息,选择最有利利可图的顾客客和识别那些些不具有长期期价值的目标标客户。

32、CRRM承担了产产品的发展，哪哪个产品通过过哪些渠道卖卖给哪些客户户。在销售上上，公司利用用活动的管理理提高销售部部门的效率。最最后，客户关关系管理(CCRM)寻求求到通过一些些比如呼叫中中心、服务台台等的服务来来保持其客户户 (Ryggielskki。20002年)。许多从业者认识识到：保持客客户比吸引新新客户更加有有效益(Biitran and MMondscchein, 19977)根据斯塔塔瓦20022年的说法，获获取一个新客客户要花费超超过保持客户户成本的5到到7倍。因此此，很多公司司都采用CRRM同时发展展和保持成功功的客户关系系(Verhhoef aand Doonkerss,

33、20001)，一般般公认的看法法是采用CRRM更注重维维护现有的客客户关系而不不是获取新的的客户的动机机。然而，获获取新的客户户可以看做是是客户关系的的建立（CRRE），应该该形成客户关关系管理的组组成部分。我我的论点是：A、所有的的CRM活动动都建立在收收购新客户的的基础上，它它的前提是CCRM活动的的开始，B、了解一个潜潜在客户需要要与了解一个个现在客户同同样具有非常常重要的战略略意义，现阶阶段产品的设设计与产品售售后服务同样样、甚至更加加重要。C、CRM对于于现有客户活活动的理论和和实践同样也也可以应用到到一个有前景景的，比如对对于不同前景景的客户从那那些没有潜在在价值的客户户中进行市场

34、场细分，因此此，市场营销销活动涉及转转换客户前景景应该被列入入CRM领域域。CRM用于B22B产业的必必要性：CRM不只是适适用于管理企企业和消费者者之间的关系系，对于商业业客户具有更更重要的意义义。在B2BB的交易环境境中，交易更更多，客户包包含的种类也也更加广泛，定定价的方案也也就更加复杂杂了。CRMM策略，比如如客户个性化化定制、个性性化的商业门门户、更具目目标性的产品品报价都能帮帮助润滑这个个过程和提高高双方合作的的效率(Ryygielsski ett el. 2002)。从具有代表性的的顾客行为，布布什（20002）建议BB2B买家选选择并与供应应商发展关系系，其一，他他们可以要求求

35、到一个可以以使他们觉得得赖以生存的的环境，一旦旦他们选择了了供应商，并并且投入自己己的时间和精精力，他们就就会更倾向于于留在供应商商那久一点，这这与CRM获获取新客户以以及保持老客客户一样重要要。数据挖掘技术的的工具：CRM可以从两两个方面被观观察到，运作作型CRM指指的是通过所所有的客户联联系和有效买买卖和服务技技术关注客户户关系日常管管理工作的经经营策略，分分析性CRMM是CRM商商业策略中使使得客户智力力增长和信息息通过所有的的接触点更加加可控的一部部分(Colllins 2001)。它包括了了一大堆数据据挖掘的应用用（例如：营营销、预测和和预算），确确保了企业根根据客户特殊殊策略发展更

36、更大客户智力力相适应。分分析型CRMM将会是贯穿穿研究工作的的主题。CRM的本质是是理解客户需需求和获取提提高公司取得得长期利益的的杠杆。他要要求三个有序序的部分：洞洞察用户决策策、客户信息息和信息处理理能力(Sttringffelloww, et el. 22004)。最近信息技术（IIT）的发展展都证明了信信息的引人注注目的处理能能力，这个随随着越来越多多的层长的客客户信息，手手机和持续的的交易记录或或者内部资源源购买，为公公司在为公司司杠杆数据和和获取竞争优优势带来了机机遇与挑战，大大量的客户信信息数据的访访问，但是，隐隐藏在数据中中的已经拿到到了的知识是是不明确的。在在这些条件下下，就需要用用到数据挖掘掘工具，它能能帮助揭露和和发现隐藏的的客户行为，已已经被提高了了。数据挖掘是为了了发现隐藏的的东西而寻找找和分析数据据，是潜在的的、有用的信信息。它包括括选择、探索索和建模大量量的数据来揭揭开以前未知知的东西，并并最终从大量量数据库中综综合信息(SShaw 22001)，数数据挖掘能够够很容易的运运用到各类不不同的商业智智能当中。我我们从我的MMSC夏季项项