Research On Data Mining Application In CRM

With the rapid development of information technology, customer relationship management to a higher demand, at the same time as the popularity of the Internet, as well as the development of enterprise information, customer data throughout the enterprise-wide customer relationship management processes. Customer relationship has become a huge source of data, this part of the information to improve customer satisfaction and customer loyalty has incalculable value. Enterprise customers face the explosive growth of data, how will the introduction of data mining in customer relationship management is the key to improve the efficiency of decision-making. Data mining can create the model forecast customer behavior ,to help managers from a large number of customer data to extract useful business information ,in order to better support people's decision-making.The purpose of this paper is beyond the backdrop of the H city of telecom companies, will be applied to data mining in customer relationship management to customer relationship management system to better support business decisions.The Paper stated the principia of CRM,DM and the application of DM in CRM. Through arguing the key role of DM in CRM and analyzing the flow of data transact inCRM, put forward the process of DM implement in CRM; Eventually through analyzing the principia of CRM,DM and the representative application of DM in CRM,introduced the example of using DM to a telecom case ,establish the model of the prediction of customer run off ,so we can detainment of the customers before they leave in CRM with the help of Clementine and CRISP--DM,and then fulfill the purposes of customers requirements, gain the large market,and win more profits.