通信企业CRM中数据挖掘的应用研究

通信企业CRM的构建目标是为了使服务内容、服务方式、服务质量、经营管理以及服务意识不断提升与完善,赢得更多的客户并且提高客户的忠诚度和满意度,挖掘客户潜在价值以及降低销售和管理成本。本文通过通信CRM系统的框架结构、CRM中数据仓库的作用、通信CRM中数据挖掘的具体应用三个方面论述了详细论述了通信企业CRM中数据挖掘的应用。     

通信企业CRM中数据挖掘的应用研究

通信企业CRM的构建目标是为了使服务内容、服务方式、服务质量、经营管理以及服务意识不断提升与完善．赢得更多的客户并且提高客户的忠诚度和满意度，挖掘客户潜在价值以及降低销售和管理成本。本文通过通信CRM系统的框架结构、CRM中数据仓库的作用、通信CRM中数据挖掘的具体应用三个方面论述了详细论述了通信企业CRM中数据挖掘的应用。     

Unleashing the Power of mCRM: Investigating Antecedents of Mobile CRM Values from Managers’ Viewpoint

Mobile technology together with Internet-based electronic commerce has transformed the way businesses operate. Mobile Customer Relationship Management (mCRM) combines mobility and CRM (customer relationship management) to enable organizations to increase their business performance by delivering better products/services to their customers. Incorporating location-based information into CRM systems has created new values and business opportunities. Using location information, for example, businesses can offer more personalized and real-time location-based services (LBS) to their customers. In this study, we investigate how the IT infrastructure and LBS support of mCRM, as technical resource capabilities, and mCRM knowledge and education, as human resource capabilities, can enhance business performance of the organization by improving mCRM’s quality dimensions. We propose a research model that integrates the resource-based view (RBV) of a firm and DeLone and McLean IS success model to investigate the effects of mCRM quality dimensions on business performance. To validate the proposed research model, we collected a set of empirical data from managers in a wide range of organizations that use mCRM in South Korea. The results indicate that the IT infrastructure of an organization as a technical resource, along with mCRM users’ knowledge, as a human resource capability can significantly influence managers’ perceptions of quality along various dimensions of mCRM: customer data quality, system quality, and service quality. Consequently, improving these quality dimensions will significantly influence the performance of an organization in terms of financial performance, productivity, and customer satisfaction. The present study would help both academic and professionals to understand and improve business performance by employing the appropriate resources that can harness the full potential of mCRM.     

基于数据挖掘技术的客户细分研究

随着客户关系管理(CRM)系统应用的逐步推广,企业"以产品为中心"到"以客户为中心"的经营模式的战略转变,客户细分作为客户关系管理系统的核心功能作用受到了充分的重视。该文综合分析了现有的客户细分方法,并着重对数据挖掘技术在客户细分领域的应用进行阐述。     

LTV model in consultant sector. Case study: mental health clinic

Since the early 1980s, customer relationship management (CRM) has been important in the new competitive business environment. Today, due to development of competitive factors in the business, the enterprise's need to create and retain effective relations with customers has been highlighted more and more. With the aim of customer scoring applications, the most profitable customers can be identified. In this paper, we categorized customers by three types of values for the clinic by using logistic regression as a data-mining technique, and calculated the customer defection and future purchase probability in a mental health clinic of the university of Tehran. Model verification and validation (using lift chart) was done and customer segmentation and analysis presented with proper marketing strategies.     

LTV model in consultant sector. Case study: mental health clinic

Since the early 1980s, customer relationship management (CRM) has been important in the new competitive business environment. Today, due to development of competitive factors in the business, the enterprise's need to create and retain effective relations with customers has been highlighted more and more. With the aim of customer scoring applications, the most profitable customers can be identified. In this paper, we categorized customers by three types of values for the clinic by using logistic regression as a data-mining technique, and calculated the customer defection and future purchase probability in a mental health clinic of the university of Tehran. Model verification and validation (using lift chart) was done and customer segmentation and analysis presented with proper marketing strategies.     

Information Technology Strategic Planning

Understanding an enterprise's IT requirements and providing innovative IT solutions are essential to keeping a business flourishing. An IT strategic plan based on a shared vision with stakeholders is critical to any successful enterprise and requires continual updating. The three building blocks for constructing an IT strategic plan are performing an IT assessment to understand the issues, problems, and needs for delivering outstanding service to customers; aligning the IT strategy with business drivers, management expectations, and customer requirements to ensure that the enterprise receives the right solutions; and formulating initiatives to improve business performance and IT services over time. Key elements common to most enterprises, such as IT assessment approach, business drivers, and management and customer expectations, can serve as a baseline for constructing the IT strategic plan.     

Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research

In the information systems, customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction with the goal of improving the business relationships with customers. Also, it is the strongest and the most efficient approach to maintaining and creating the relationships with customers. However, to the best of our knowledge and despite its importance, there is not any comprehensive and systematic study about reviewing and analyzing its important techniques. Therefore, in this paper, a comprehensive study and survey on the state of the art mechanisms in the scope of the CRM are done. It follows this goal by looking at five categories in which CRM plays a significant role: E-CRM, knowledge management, data mining, data quality and, social CRM. In each category, a couple of studies are presented and determinants of CRM are described and discussed. The major development in these five categories is reviewed and the new challenges are outlined. Also, a systematic literature review (SLR) in each of these five categories is provided. Furthermore, insights into the identification of open issues and guidelines for future research are provided.     

A conceptual model for acceptance of social CRM systems based on a scoping study

Recent developments in information technology and Web services have increased the potential for creating more rapid and extensive social networks and business relationships. Web 2.0 technologies, commonly referred to as online social media, have become important tools within the growth of information and communication technology (ICT) in the last few years. Web 2.0 tools such as blogs, Wiki and other services, which are widely used by individuals, also have an effect on customer relationship management (CRM) systems. Consequently, social CRM (SCRM) is emerging as a new paradigm for integrating social networking in more traditional CRM systems. However, social CRM is yet to be fully utilised as a value-adding tool in improving customer relationships. This paper reports on a scoping study that explored the current situation of CRM adoption in banking industry in Saudi Arabia. The aim of this paper is to identify the factors that may influence businesses and customers’ adoption of social CRM. Various models have been proposed to study ICT and information systems acceptance and usage. This paper proposes an enhancement to one of these models, specifically the Technology Acceptance Model (TAM), by incorporating a range of factors identified in the social networking and business relationships literature believed to influence social CRM adoption. In particular, the model proposes that familiarity, caring behaviour, sharing information and perceived trustworthiness can generate cognitive view about the relationships between employees and customers. This view besides Web 2.0 features may offer a way of analysing the potential adoption of social CRM.     

The impact of cost,technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems

Internet technology enables companies to capture new customers, track their performances and online behavior, and customize communications, products, services, and prices. Customer relationship management (CRM) is an important concept to maintain competitiveness at e-commerce. The issue of electronic customer relationship management (E-CRM) has increasingly become the identification of the success of the CRM implementation. The E-CRM has emerged as one of the most prominent information system that enables organizations to contact customers and collect, store and analyze customer data in order to provide a comprehensive view of their customers. Organization can obtain competitive advantages from increase effectiveness of the E-CRM. This research proposes determining the effective factors (cost, technology acceptance and employees' satisfaction) for the effectiveness of the E-CRM. The structural equation modeling technique was used to evaluate the causal model and to examine the reliability and validity of the measurement model. The results of gathered data from 210 employees of the East Azerbaijan Tax Administration in iran is indicated that the impact of the technology acceptance on organization performance begins with infrastructure capability, ease of use, and E-learning systems, and the complementarity between these factors positively influences the effectiveness of the E-CRM. The results also indicated that the customer costs positively affects on the customer relationship performance, which consequently leads to improvements of the effectiveness of the E-CRM in organization. Our findings show that each of cost, technology acceptance and satisfaction employee plays an important role toward in effectiveness of the E-CRM.     

IT alignment strategies for customer relationship management

Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A CRM strategy involves the entire enterprise and is employed on an ongoing basis. Despite the fact that CRM projects incur huge expenditures, a large percentage fails to achieve the stated objectives. Failure in CRM initiatives could be avoided if a firm's CRM strategies are intelligently linked with its employees, customers, channels, and IT infrastructure. In this paper, we focus on those linkages, particularly on the linkages between an organization's CRM strategies and its IT infrastructure. Even though the relationships between IT and business strategies have been extensively explored in the IT alignment literature, prior research has not addressed how a firm's CRM strategies are aligned with its IT infrastructure. In this paper, we investigate the issues relating to CRM-IT alignment based on an in-depth case study of a large, well-known Internet travel agency.     

Exploring the role of customer relationship management (CRM) systems in customer knowledge creation

This study explores how customer relationship management (CRM) systems support customer knowledge creation processes [48], including socialization, externalization, combination and internalization. CRM systems are categorized as collaborative, operational and analytical. An analysis of CRM applications in three organizations reveals that analytical systems strongly support the combination process. Collaborative systems provide the greatest support for externalization. Operational systems facilitate socialization with customers, while collaborative systems are used for socialization within an organization. Collaborative and analytical systems both support the internalization process by providing learning opportunities. Three-way interactions among CRM systems, types of customer knowledge, and knowledge creation processes are explored.     

基于电商平台国际贸易中CRM的研究

伴随着国家两化融合的推进,信息化已经成为各行业发展的助推剂。传统的国际贸易业务模式已经无法适应当前高速发展的信息化时代,随着当前电子商务平台的广泛发展,传统的客户关系管理方式已经无法适用电商平台下的国际贸易模式,新的客户关系管理(CRM)融合了大数据、数据挖掘等技术颠覆了传统的CRM模式,实现了企业、客户的实时连接,使得企业能够实时了解客户需求,从而为客户提供更好的、更合适的产品。主要介绍了电商平台下的CRM模式以及其在国际贸易中的应用研究。     

神经网络算法在CRM中的应用

神经网络算法能通过对网络的训练,使客户关系管理系统中客户行为做出预测,便于企业更好为客户服务,改善客户关系,挽留客户.本文就神经网络算法的CRM应用做了相关的探讨.     

Moving beyond the direct impact of using CRM systems on frontline employees' service performance: The mediating role of adaptive behaviour

Despite substantial investments in customer‐relationship‐management (CRM) systems, companies continue to experience pain rather than profit. Meanwhile, the concept of “adaptive behaviour” of frontline employees has received little attention in the literature related to CRM systems in which the frontline employees are the primary users. In this study, we propose that with the aid of CRM systems, individual employees are able to immediately access information about customers and service offerings, thus enabling their adaptive behaviours to provide personalized service to individual customers. Based on coping theory, we develop a CRM system‐driven adaptive behaviour model that explains how CRM systems facilitate individual employees' service performance by enabling adaptive behaviour during their service encounters. Multisourced data from a financial company in China largely support our proposed model, showing that employees' postadoption of CRM systems (routinization and infusion of use) enables interpersonal and offering adaptive behaviours, which in turn enhance employees' service performance. In addition, forming a postadoption behaviour of CRM systems relies on the frequent use. We discuss the theoretical and practical implications of adaptive behaviour in service encounters with the aid of CRM systems.     

Study of the wireless/wire integration CRM Gateway for the effective application of Event CRM for small and medium sized enterprises

The CRM System, which maximizes business profits by pursuing a continuous relationship with customers, is based on an analytical CRM that sets up a marketing strategy by analyzing customer information. However, thanks to the technological development of the Internet and mobile phones, customer contact is being carried out through a variety of channels. Yet currently, the needs of customers are not being addressed in a timely manner due to a weak system that cannot immediately deal with customer requests and because of which customer information is not administered in a systematic manner.Therefore, rather than focusing on off-line-focused analytical CRM, it is necessary to concentrate on real time CRM that reflects the aspects of the operative or collaborative CRM. This study also develops an Event CRM solution that can bring satisfaction to customers when they want it by systematizing the contact points of customers, which constitute various institutions and channels.The CRM model that this study presents is the support of Event CRM services for all business types against the backdrop of a wireless/wire environment, and the support of small and medium sized companies, which are burdened by information management costs, to meet the demand for CRM.In order to present the wireless/wire integration CRM Gateway Model, the study focuses on insurance CRM services.When a customer event arises through various channels such as the Internet, SFA or CTI, the event data are transferred through a standardized form. Based on these data, the campaign and service is then extracted and analyzed with the Event CRM Gateway Engine. A match is immediately made between the saved rules and the campaign and services that best fit the customer. Finally, the information is provided to the customer via a mobile phone or website.     

A framework for developing Web information systems plans: illustration with Samsung Heavy Industries Co., Ltd.

Internet technology holds many promises for enterprise information integration. Web information systems are applications that facilitate intra- and inter-firm processes and integration of myriad enterprise information systems. However, these applications require sound planning to really tap into the unique promises of the Internet and the Web technologies and add value to the enterprise. Heavy machinery industry, typified by Samsung Heavy Industries presents a good case in point. Static conventional home pages do not facilitate a manufacturer’s needs of information management in its core production and business functions. Instead, dynamic Web client capabilities must be connected with real-time enterprise databases in a cohesive plan to enhance integration of business processes. Planning of Web information systems needs a proactive review of the capabilities of the Internet technology to serve the particular needs of a firm and its customers. In this paper we describe the application of a generic Web information systems (WIS) planning framework to the construction equipment division of Samsung Heavy Industries of Korea to enhance its core business. The framework is rooted in economic principles that are shown to be the drivers of modern WIS. Further, the framework is applied to the task of developing a strategic plan of WIS for the marketing and service activities of the construction equipment division of the firm. The planning process is shown to cover most of the systems development life cycle from high level information goal setting to design of Internet-based new order managing and service part requisition sub-systems.     

An Integrated Model for Customer Relationship Management: An Analysis and Empirical Study

Ensuring customer satisfaction and maintaining long‐term relationships with customers have become essential for survival among competitive service industries. The present study addresses this need by proposing a conceptually integrated four‐phase model that incorporates elements of customer relationship management (CRM) and customer satisfaction (represented by the extended American Customer Satisfaction Index model). Then, this study formulates structural equation modeling to test various research hypotheses related to the effect of the CRM initiative. An empirical study of 143 leading Taiwanese service firms distributed among seven service industries was conducted. The implementation levels of various constructs, input (customer knowledge), service provision (customer interactions), output quality, perceived quality, perceived value, perception of customer satisfaction, customer loyalty, purchasing intention, and profits of CRM are assessed in a range of service industries by means of a questionnaire survey and in‐depth interviews. The results of the empirical study reveal statistically significant influences among various constructs of the CRM integrated model. These results also represent a useful reference for managers of service organizations that could be used to improve the profitability and implementation level of CRM. The present study represents an important investigation in the development of an integrated CRM implementation system for service industries. © 2012 Wiley Periodicals, Inc.     

Web2．0增值业务的客户关系管理研究

企业通过客户关系管理能全面有效地管理客户同企业的关系,建立起长久稳定的关系,从而实现客户与企业双方的最大价值。客户关系管理在很大程度上影响着企业的发展和市场的拓展。现在越来越多的企业研究与应用客户关系管理。随着Weh2．0增值业务的不断发展,传统的客户关系管理已经不能很好地为企业服务。通过与Web1．0下的客户关系管理进行比较,分析总结了传统CRM针对Web2．0所需要进行的调整,并在此基础上对Web2．0的CRM关键技术进行了分析．最后针对Web2．0增值业务的特点,总结得出了Web2．0的CRM系统框架。     

Understanding Internet service switching behaviour based on the stage model

As customer switching is the major concern in the competitive Internet industry, many studies have sought to identify the determinants that cause customers to switch in order to build effective customer retention strategies. However, they were found to be insufficient for explaining the determinants and processes related to service switching. To fill this gap, this study attempts to provide a theoretical mechanism explaining customer service switching behaviours. More specifically, this study examines three hypotheses that may help ISPs develop appropriate marketing and business strategies. Survey data collected from 151 ISP customers in Australia were analysed to test the hypotheses. The results identify four stages of customers switching behaviours and suggest that motivational variables for switching behaviours differ across stages. This study provides a stepping-stone for analysing the staged model in the service-switching context and will help managers enhance their customer retention capability, and thus improve their organizational performance.