Application of Data Mining in Customer Relationship Management

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Momeni, Hamid Reza | 2008

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 39789 (01)
University: Sharif University of Technology
Department: Industrial Engineering
Advisor(s): Akbari, Mohammad Reza
Abstract:
Nowadays the issue of recognizing customer’s needs and leading different activities of industrial units to obviate such needs are important concerns and are coined as “Customer Relationship Management” in business literature. What’ s more, with the development of information technology ,creating the possibility to gather, warehouse and analyze huge amount of data quickly, “Data Mining” subject is presented to analysts and experts as a powerful tool. Currently in many aspects of CRM, analysts are considering Data Mining techniques in order to identify customers’ behavior pattern, performance and predict customers’ behavior and to specify their desires based on this pattern. This Thesis is to illustrate an overview on “Data Mining” and “Customer Relationship Management” literature and to explore the usage of this tool for CRM. Moreover, it discusses in particular about one of the usages of Data Mining on banking customer scoring and credit prediction. And it tries to evaluate customer credit scoring in one of the Tejarat bank branches in respect to customer’s installments payback. This was done by creating software and using segmentation and clustering analysis.
Keywords:
Data Mining ; Customer Relationship Management ; Banking ; Credit Scoring ; Loan ; Credit Evaluate

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