توضیحات
ABSTRACT
A key challenge for companies in the e-business era is to manage customer relationships as an asset. In today’s global economy this task is getting, at the same time, more difficult and more important. In order to retain the potentially good customers and to improve their buying attitude this paper proposes a hierarchical fuzzy classification of online customers. A fuzzy classification, which is a combination of relational databases and fuzzy logic, allows customers to be classified in several classes at the same time and can therefore precisely determine the customers’ value for an enterprise. This approach allows companies to improve the customer equity, to launch loyalty programs, to automate mass customization and to refine marketing campaigns in order to maximize the customers’ value and, this way, the companies’ profit.
INTRODUCTION
The growing importance of the e-business in today’s economy forces the enterprises to adapt their behaviour towards the different actors of the market. This is particularly true for the customer relationship management (CRM) as the traditional means based on the human relationship are no more available. In this area, the customer retention and the cross/add-on selling are special issues because the global economy enabled by the Internet allows, on the one hand, the companies to offer their products or services worldwide and, on the other hand, also allows the customers to easily compare the different products/services and their prices. This paper proposes a new approach for managing customer relationships based on the customer equity principle by the mean of a fuzzy classification . Unlike a sharp classification, a fuzzy classification allows elements to be classified in several classes at the same time. The notion of partial membership in the different classes provides more information by integrating the potential and the possible weaknesses of the classified elements. This approach can therefore precisely determine the customers’ value according to an enterprise. In order to better retain the potentially good customers and to improve their buying attitude, the fuzzy classification approach can improve the customer equity, launch loyalty programs, automate mass customization and refine marketing campaigns.
Year: 2006
Publisher :IEEE
By : Nicolas Werro Henrik Stormer Andreas Meier
File Information: English Language/ 8 Page / size: 323 KB
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سال : 2006
ناشر : IEEE
کاری از : Nicolas Werro Henrik Stormer Andreas Meier
اطلاعات فایل : زبان انگلیسی / 8 صفحه / حجم : KB 323
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