数据挖掘技术在客户关系管理（CRM）中的应用及具体实现策略

摘要

It is widely recognized that firms of all sizes need to learn to emulate what small,service-oriented businesses have always done well-creating one-to-one relationships with their customers.Customer relationship management is a broad topic that is the subject of many books and conferences.Everything from lead-tracking software to campaign management software to call center software is now marketed as a customer relationship management tool.The role that data mining can play in improving customer relationship management by improving the firm＇s ability to form learning relationships with its customers.In every industry, forward-looking companies are moving toward the goal of understanding each customer individually and using that understanding to make it easier for the customer to do business with them rather than with competitors.These same firms are learning to look at the value of each customer so that they know which ones are worth investing money and effort to hold on to and which ones should be allowed to depart.This change in focus from broad market segments to individual customers requires changes throughout the enterprise,and nowhere more than in marketing,sales,and customer support.%人们普遍认识到，各种规模的企业需要学习效仿那些小型的、以服务为导向的商业模式，总是能做好建立一对一的客户关系。客户关系管理是广泛出现在很多书籍和会议上的议题。从铅跟踪软件到广告系列管理软件，再到呼叫中心软件。如今，在销售中一切都作为顾客关系管理工具。通过提高公司的能力和我们的顾客形成学习关系，数据挖掘可以在提升顾客关系管理。每一个行业中，高瞻远瞩的公司正在试图走向一对一的理解每一个客户，运用那种了解以方便客户做生意，而不是一个竞争者。同样，这些公司正在学习看终身价值的每一个客户，这样他们就能知道有哪些值得投资金钱和精力来坚持，哪些让下降。从大市场分割到个体消费者，这一关注的转变需要公司的改变，更重要的莫过于市场营销，销售和顾客的支持。