Intelligent data mining and personalisation for customer relationship management

Customer relationship management (CRM) initiatives have gained much attention in recent years. With the aid of data mining technology, businesses can formulate specific strategies for different customer bases more precisely. Additionally, personalisation is another important issue in CRM - especially when a company has a huge product range. This paper presents a case model and investigates the use of computational intelligent techniques for CRM. These techniques allow the complex functions of relating customer behaviour to internal business processes to be learned more easily and the industry expertise and experience from business managers to be integrated into the modelling framework directly. Hence, they can be used in the CRM framework to enhance the creation of targeted strategies for specific customer bases.