e-crm and dara mining

8/7/2019 E-CRM and dara mining

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EE--CRMCRM

ByBy

VishnuVishnu krishnankrishnanMBA960MBA960


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What is CRM?What is CRM?

Customer relationship management(CRM)Customer relationship management(CRM)means moving from insidemeans moving from inside out (sellerout (seller--

driven enterprise) to outsidedriven enterprise) to outside--inin(customer(customer--driven enterprise).driven enterprise).

In order to achieve customer satisfactionIn order to achieve customer satisfactionobjective, the companies try to focus onobjective, the companies try to focus on

the customers and build a longthe customers and build a long--termtermrelationship with them.relationship with them.


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A deep understanding of customers is theA deep understanding of customers is theprimary component for making the goal ofprimary component for making the goal ofCR

M a realityCR

M a reality To simplify it even further, CRM is allTo simplify it even further, CRM is all

about getting, growing, and keepingabout getting, growing, and keepingcustomers.customers.


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What is EWhat is E--CRM?CRM?

EE--CRM uses electronic media toCRM uses electronic media tointegrate and simplify customerintegrate and simplify customer--

related business processes. It ensuresrelated business processes. It ensuresthat a companys various divisionsthat a companys various divisionsshare a single view of customer, andshare a single view of customer, and

that the customers get a single viewthat the customers get a single viewof the company.of the company.


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DefinitionDefinition

EE--CRM may be defined as an integratedCRM may be defined as an integratedsales, marketing and service strategy thatsales, marketing and service strategy thatfocuses on managing all of the ways thatfocuses on managing all of the ways that

an organization deals with its existing andan organization deals with its existing andpotential new customers. It usespotential new customers. It usesinformation technology to create a crossinformation technology to create a cross--functional enterprise system thatfunctional enterprise system thatintegrates and automates many of theintegrates and automates many of thecustomercustomer--related processes in sales,related processes in sales,marketing and customer services.marketing and customer services.


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In other words, it is an integrated crossIn other words, it is an integrated cross--functional information system thatfunctional information system that

includes a set of tools to integrate andincludes a set of tools to integrate andautomate customerautomate customer--related processes inrelated processes insales, marketing and customer services tosales, marketing and customer services toprovide fast, convenient and reliableprovide fast, convenient and reliable

services to its customer.services to its customer.


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1.1. Operational EOperational E--CRMCRM..

It involves the automation of horizontallyIt involves the automation of horizontallyintegrated business processes.integrated business processes.

It focuses on data collection, query, andIt focuses on data collection, query, andreporting.reporting.

EE--CRM covers the frontCRM covers the front--end customerend customer--facingfacingapplications and the operational componentsapplications and the operational componentsinclude sales automation, call centre automation,include sales automation, call centre automation,channel automation and proposal generation.channel automation and proposal generation.

Operational eOperational e--CRM can be integrated withCRM can be integrated withfinancial and HR functions ofERP applications;financial and HR functions ofERP applications;thereby providing an endthereby providing an end--toto--end functionalityend functionality(as ERP forms the back(as ERP forms the back--end).end).


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Analytical EAnalytical E--CRMCRM

transforms Operational CRM data into "actionable"transforms Operational CRM data into "actionable"customer information. Analytic CRM tools providecustomer information. Analytic CRM tools providecompanies with the means to manage their customercompanies with the means to manage their customer--facing processes and help them acquire, grow, andfacing processes and help them acquire, grow, andretain customers.retain customers.

It makes use ofIt makes use of datadata--miningmining models as frontmodels as front--endendtools and builds atools and builds a data warehousedata warehouse in the backin the back--end by using transactional and marketingend by using transactional and marketingresearch data.research data.


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Data miningData mining is the process of sortingis the process of sorting

through large amounts of data and pickingthrough large amounts of data and pickingout relevant information. Data miningout relevant information. Data miningsoftware is one of a number of analyticalsoftware is one of a number of analyticaltools for analyzing data.. Technically, datatools for analyzing data.. Technically, data

mining is the process of findingmining is the process of findingcorrelations or patterns among dozens ofcorrelations or patterns among dozens offields in large relational databases. Forfields in large relational databases. Forexample, data mining software can beexample, data mining software can beused to analyze buying patterns ofused to analyze buying patterns ofcustomers in shopping malls.customers in shopping malls.


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e-crm and dara mining

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