Keeping Track of Customer Life Cycle to Build Customer Relationship

摘要

Using the CRM perspective to investigate customer behavior, this study differentiates between customers through customer segmentation, tracks customers' shifts from segment to segment over time, discovers customer segment knowledge to build an individual transition path and a dominant transition path, and then predicts customer segments' behavior patterns. Using real world data, this study evaluates the accuracy of derived customer knowledge. Concluding remarks discuss future research that can extend the work this study presents.