ABSTRACT
This text mainly discusses the application of data mining in the system of customer relationship management, which applies the related techniques of data mining (such as rough set, association rule, decision tree, genetic algorithms, etc.), and combines the market management analysis and the CRM system’s development of sale business, and builds up the system of customer relationship management based on data mining—customer service, and makes part of functions come true.
The techniques of data mining can be mainly applied in the field of customer relationship management:
(1) Judge customers’ value through data mining, customer classification.
(2)Find potential clients through data mining, and then carry out cross selling to improve the value of clients.
(3)Analyze the drain of clients through data mining, to prevent the drain of potential clients.
(4)Reserve the faithful clients through data mining, to optimize the relationship between clients.
My task is mainly to design and integrate the interface of the software, to do data preprocessing, and to set up the system of customer relationship management based on data mining.
In today’s environment of competitive market, CRM is such a necessary support for enterprises that it can increase the survival ability, and widen competition edge. Only by meeting the demands of clients and making good use of clients’ information can the enterprise gain more profit. And data mining is that tool which can guide companies to understand the clients and meet their demands, and finally, provide reference for the decision of customer relationship management. The discussion of this paper has certain theory meaning and actual application value, and also provides a kind of thinking and analyzing method.
Keywords: data mining;customer relationship management;design of interface; database design;data processing