The customer relationship management (CRM) has helped organisation to increase customer satisfaction level and understand the customer behaviour in much better ways. Organisations need to find innovative ideas to deal with customers and understand them better. This requires that they should be able to uncover hidden and unknown information from customer database using analytical tools like data mining (DM). This application of DM in CRM is explored by analysing the opinion of the employees and executives of service sector in India. The application of DM in CRM is being found through the questionnaires which are being framed by the authors. These questionnaires helped us to frame and test certain hypothesis which will help us to find the real existing situations of service sector in Indian service sector. We hope that this would help to create a clear picture of the importance of DM in CRM of service sector.

Real-time analysis on finding significance of data mining on CRM of service sector organisations: an Indian perspective

Ever since its emergence as a new field, Data Mining has been described as a confluence of different disciplines primarily database systems, statistics, machine learning and information science. Strategic Management, an emerging discipline of management sciences, focuses on setting mission, vision, goals and objectives, analyzing internal and external organizational environments, making strategic decisions and taking actions to implement the designed strategy. In this paper, we have revealed that the whole data mining process forms a part of strategic analysis phase of strategic management. We have mapped the data mining activities to the strategic analysis phase from both the conceptual as well as the practical perspectives. We have found that if data mining is used for conducting environmental analysis, much better results could be yielded by helping the managers to formulate target-oriented strategies more efficiently and effectively. Thus, the boundaries of this emerging field - Data Mining - have been redefined using the essence and the key attributes of strategic management.

Data Mining - Redefining the Boundaries

Several algorithms in a data mining technique were studied previously, among which association was one of the most important ones. In this paper, we introduce the theory of association rule in data mining, and analyze the characteristics of the postal EMS service. We create a data warehouse model for EMS services and give the procedure of applying association rule mining based on it. Finally, we give an example of the whole mining procedure. This EMS-data warehouse model and association rule mining technique have been applied in a practical postal CRM system.

Li Jian Wei

Papers

Association rule mining and its application in postal EMS service