Increasing the Efficiency of Customer Relationship Management Process Using Data Mining Techniques

ABSTRACT In recent times the customer relationship management (CRM) has been achieved an increasing fame in business administration. CRM comprises all the steps which an organization utilizes to create and establish valuable relationships with the customers/clients. Using technologies such as data warehousing and data mining (DWDM) CRM can be launched as a new area where organizations can increase the competitive benefit. Via CRM system a company can improve its processes to deliver better service at a lower cost. By use of data mining techniques, organizations can mine unknown information of the customers from large relational databases. So, organizations can conclude the value of customers and forecast their future actions and requirements. Data mining (DM) tools can reply business questions which were time-consuming to track in the earlier period. It is possible to improve CRM efficiency, to have an efficient and rapid response to customer requirements, by integrating or combining CRM and DM techniques. In this study, the main concepts of CRM and DM techniques are investigated and employed in CRM. This study show that using of DM techniques in CRM will progress CRM's efficiency and provide a better forecast capability to industries, companies and organizations to achieve more productivity.