Data mining using fuzzy theory for customer relationship management
Wong, K.W. (2001) Data mining using fuzzy theory for customer relationship management. In: 4th Western Australian Workshop on Information Systems Research (WAWISR 2001), 26 November, Perth
Customer Relationship Management (CRM) initiatives have gained much attention over the past few years. Although CRM involves technology, the important success factor involves strategy. This is the strategy of building business around the customer. However, with the aid of data mining techniques, business can formulate the strategy easier. Fuzzy theory allows human expertise and decisions to be modelled more closely, thus it is suggested that it can be used in the CRM model. A case study presented in this paper has examined two area of a typical CRM model, where the decision making process can be improved by using fuzzy theory.
|Publication Type:||Conference Paper|
|Murdoch Affiliation:||School of Information Technology|
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