Predicting Customer Behavior using CRM: FRMAnalysis and Data Mining

چکیده مقاله

Having a lucrative interaction between companies and clients is a difficult task in the competitive and globalized environment. Customer Relationships Management (CRM) is a new approach which helps the organizations to focus on the bilateral relationships of organizations and clients so as to identify the customers’ needs and demands. In other words, rather than focusing on sales which is common in traditional marketing, the organizations focus on different types of clients in order to making suitable interaction. But regardless of CRM, collecting appropriate information is a problem which organizations are faced. Data mining is processed which helps the organizations in order to collect suitable information regarding their clients and their needs.This technique was exploited in various fields such as software design, Strategic CRM and Marketing Intelligence. In the other hand, understanding customer’s behavior, and values is an important issue.Regency,Frequency and Monetary (FRM) analytic program is a useful analysis to recognize consumer behavior.So, this article aims to scrutinize the role of Data Mining and FRM analysis in CRM so as to increasing efficiency of CRM.Also, we have offered a model based onData mining,FRM analysis and prediction (one of data mining task) in order to predicting customer future plan which can increase the effectiveness of CRM.

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