MAKING SENSE OF CRM MESSAGES:AN INTERACTIVE TOOLSET

摘要

CRM managers are frequently overloaded with large number of text messages from their customers, andrnmaking sense of those messages is a difficult task. We introduce an interactive toolset that can facilitate thernexploration of CRM data semi-automatically. This toolset is based on the state of the art text processingrntechnologies and allows CRM managers to discover interactively the re-occurring issues and trends in vastrnamounts of customer messages. Our design of the toolset is based on an iterative sequence of steps: 1)rnidentifying descriptive terms, 2) identifying semantic relationships between the terms, and 3) grouping CRMrnmessages into clusters of related issues. This paper presents a prototype implementation of the toolset, thernjustification for the specific toolset design choices, and an ongoing field study with CRM managers at arncomputer customer support center in a large university.