Year: 2023
Type: book-chapter
Abstract: This study intends to explore Customer Relationship Management (CRM) and data mining in detail. Global firms are already using data mining tools to maintain better customer relations. So, this research work deals with the link between CRM systems and data mining tools. How the use of analytical data software by the firms in this digital era has helped them acquire new customers and retain existing customers is studied with examples of some latest technological development in CRM. Five case studies of top global firms successfully implementing data mining tools are discussed briefly. Concerning these case studies, suggestions have been provided for the Indian firms. Finally, it can be concluded that this research study focuses on how Customer Relationship Management (CRM) can be enhanced using data mining tools in this data-driven world.
Authors: Tarinmoy Das, Sivaji Ganesh Kondamudi
Institution: GITAM University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4378569293