engleski

Relation between Data Mining and Business Fields in the Four Dimensional CRM Model

It is already widely known, from existing academic literature, that CRM can be observed throughout four dimensions - customer identification, customer attraction, customer retention and customer development. Although, diverse sources commonly provide a bright, extensive and clear description of data mining approaches applied to the particular CRM dimension there is no systematic synthesis related to the correlation between the DM, CRM dimensions and business fields (e.g. banking, telecommunication, e-commerce, computer industry, etc.). Moreover, it is very interesting to ask the question: In the era of Big data and irrefutable wide usage of DM in the CRM can we detect and prove discrepancies between business sectors and application of the effective DM techniques in the single CRM dimension? This paper gives an answer to the posed question by reviewing relevant primary and secondary sources of the application of DM techniques to the listed four CRM dimensions related to different business sectors in the period 2006 - 2016. Proposed research model has been comprised of three dimensions - 2D base consists of the DM techniques and CRM dimensions and it is a well-known model that can be found in several sources, while the third dimension is represented with business fields. The most important finding of this paper indicates the high impact of DM on CRM dimensions in all business fields with high interaction with customers, or in other words business sectors that provide different services to customers. Conducted study has been limited only toward detection of relationships between DM and business fields in the four-dimensional CRM model and as such can be seen as a preliminary study that gives pointers for further research efforts on finding effective DM approaches that can be applied to CRM development in different business fields. Besides that, our analysis and synthesis provide interesting insight into customers’ privacy issues that explicitly or implicitly arises in most recent studies on the application of DM techniques in the frame of the contemporary CRM systems. In that sense, we suggest an extension of the four-dimensional CRM model with root dimension which refers to a customer privacy. This root dimension permeates all four dimensions in the classical 4D CRM model. Extended four-dimensional CRM model with the root customer privacy dimension has been given as a possible direction of future investigations that will show or refute justification of its use.

CRM, data mining, business fields, customer privacy

nije evidentirano