SUCCESSFUL IMPLEMENTATION OF CRM: THE ROLE OF DATA MINING

Regularly millions of data is being collected and warehoused. These data contains very useful information, such as, ATM transactions, credit card bills, emails, advertising campaigns etc, Competitors always having dream to get extracted knowledge from it. Although, analysis on customer relationship is getting more realistic and interesting factor for the augmentation of every organization similarly, finding the hidden gold is also promoting for the success of organization. The major critical success factor for any Customer Relationship Management (CRM) includes, Relationship Management, Sales Management, Use of Technology, Opportunity Management etc. In this paper we proposed, analyzed and validated that data mining is also a major success factor in the success of CRM. We first proposed the CRM model and then described the main role of each characteristic, further more, we applied data mining techniques for the generation of new rules and patterns. Most of the organization only put their stress on the competitive forces, sales forces, advertising campaign, marketing strategies and management of customer services. But behind of these all circumstances they are storing a huge data in their databases. We discussed and evaluated that after implementation of CRM strategies in a organization why the problem is continuing and what will be the positive effect after implementation of data mining. And in which manner data mining techniques can be applied in the CRM model.