When customer relationship management meets data mining

When customer relationship management meets data mining
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当客户关系管理遇上数据挖掘

DOI：
10.1002/dir.20062
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发表时间：
2006
期刊：
影响因子：
--
通讯作者：
R. Winer
R. Winer
中科院分区：
--
文献类型：
--
作者：
Venkatesh Shankar;R. Winer

文献摘要

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客户关系管理（CRM）一直是一个热点问题，为企业相当一段时间了. 2005年，CRM软件的销售额约为57亿美元，预计到2010年，这一数字将以11.2%的复合年增长率增长（Mertz，Pang，& Dharmasthira，2006）。CRM可以被看作是客户资产（即，企业现有和潜在客户的生命周期总价值）是通过多种渠道与客户互动而不断创造、增强和管理的（Kumar & Reinhartz，2004）。
Customer relationship management (CRM) has been a hot button issue for businesses for quite some time now. About $5.7 billion worth of CRM software was sold in 2005, and this figure is expected to rise by a compound annual growth rate of about 11.2% until 2010 (Mertz, Pang, & Dharmasthira, 2006). CRM can be viewed as the business process in which customer equity (i.e., aggregate lifetime value of a firm’s existing and potential customers) is continuously created, enhanced, and managed by interacting with customers through multiple channels (Kumar & Reinhartz, 2004).