The Research And Application Of Cluster Analysis In Water Corporate Customer Segmentation

Business management is undergoing the evolution from product-oriented focus tocustomer-oriented focus. Customer Relationship Management (CRM) has gradually become thefocus of business management. CRM endeavors to provide better services to enhance customerexperience satisfaction which will result in the enhancement of customer loyalty.As one of thepublic services provider, it is vital for the water company to establish a customer informationsystem, in order to improve working eiffciency, reduce cost expenditure and enhance customerservice quality.The establishment of customer information system in water company is a systematic projectwhich mainly include Call Center System, Administration System of Emergency Repair Workand CRM System which is set up on the base of the former two systems.This thesis intends to introduce the experience of Water Company D in its establishingcustomer information system. During the project, a huge amount of customer service data hasbeen accumulated. The data is valuable for customer service enhancement and helps to improvecustomer satisfaction and improve the society eiffciency of water supply companies. Meanwhile,how to manage and analyze these information and how to induce the information into inclusionwhich is useful for company management decision，need the support of advanced technology anddevices.Data Mining provides ifne technical sustainability for complicated customer data analysisand data value exploration in CRM System. Data Mining is able to abstract the potential andvaluable information, patterns and rules from a huge amount of data, and it is an eiffcientmeasurement to ifnd out the hidden relation and model so as to draw to a predictable analysis.The utilization of Data Mining technology in CRM is one of the focal study in recent years.CRM could be interpreted into a repeated circulation which turn the customer information into anactive customer relationship; in the alteration, Data Mining serves as the strong instrument toexploit valuable information from tremendous amount of data.This essay means to analyze the Application in the CRM of water company with Datamining technology, summary the effect of data mining technology apply in the CRM constructionprojects, and presents the analysis conclusion of data mining technology.