Machine Intelligence in Customer Relationship Management in Small and Large Companies

Abstract

The current problem with CRM is weak marketing, as there is no individualization strategy, low productivity, and blurred marketing objectives. Next, companies are failing to completely capitalize on and extract useful information from a vast collection of databases. Organizations were also unable to adequately evaluate consumer behaviors and customer expectations that contribute to poor vendor-customer relationships and decrease customer loyalty. Most companies are seeking innovative ways to develop their CRM as it helps to challenge new ways of marketing and growing income, as customer loyalty and sales rely on one another. Whereas some businesses are incorporating data mining techniques in the management of CRM, there are several disadvantages in the market basket analysis, and one of the main drawbacks is that it is difficult to distinguish interesting patterns, as the number of rules obtained is very high. However, we might assume that it is computationally efficient as a minimum support value of 60% with a minimum confidence value of 80%.