A CRM Model Based on Mining Unstructured Customers´ Data

The objective of this research is to apply content analysis and decision tree criteria to analyze unstructured customer data. Base on this analysis, the hidden customer knowledge is discovered and a customer relationship management models is proposed. This could provide the best service model owing to the enounced of customer-orientation and making more effective marketing strategy. Finally, a case study will be presented to verify the feasibility and effectiveness of the approach proposed in this research.