数据挖掘技术在客户关系管理中的应用

随着市场竞争的加剧和消费者需求已呈现个性化、多样化趋势,在这种市场环境中企业如何满足消费者、保留客户显得至关重要。目前企业所采用的客户关系管理系统对解决这些问题发挥了一定的作用;但当前的客户关系管理多偏重于商业活动的自动化,没能真正有效地发掘数据库中隐藏的信息。而数据挖掘技术却能很好的进行数据的分析、处理,发现客户信息。数据挖掘技术使客户关系管理系统成为管理者真正的决策分析工具。

Data Mining Used in Customer Relationship Management

With market competition becoming more and more intense, the consumers′demand has presented the individualized and diversified trend. In this kind of market environment, to enterprises, how to satisfy consumers and keep them becomes more important. The customer relationship management (CRM) system plays a certain role in solving these problems. However, current CRM system overweighs the automation of business activity more, and it fails to find information of database. But Data Mining (DM) can process the data and find information efficiently. DM technology makes CRM system become administrator′s real decision and analysis tool.