Data Mining Application For CRM Integrated Decision-Making

With Chinese accession to the WTO, competitions in all sectors are becoming increasingly fierce. It becomes more and more difficult that Enterprises retain the customers and profits. If the enterprises still rely solely on the product itself, they seem to be difficult to escape the fate of failure. So more and more companies are focusing on shifting the "product-centric" management mode to the "customer-centric" intensive business model.Although wish is good, it is the reality which we must to face that the domestic companies have accumulated a lot of data which have so much important information during the past years and they can't excavate the information because of the limited tools they used. Without these important information, understanding of the customers will just remain on the surface for ever.Based on this situation, I studied data mining on decision tree classification and neural network classification seriously. In accordance with the actual situation, I designed and carried out three application models which are potential customers' discovery model, customer classification model and lose customer early warning model for CRM integrated decision-making with ID3 algorithm and BP neural network model. Then I analyzed the earning of the enterprises under different resource state with ID3, BP model or nothing. It comes to a conclusion the using of data mining is effective when competition is intense and resource is limited.