國 立 台 灣 科 技 大 學

    類神經網路作業-KDD Cup 2009 CRM構想書

姓名:魏杏容 學號: D9704008

                       中華民國九十八年三月三十日

 

Abstract

Customer relationship management (CRM) consists of the processes

a company uses to track and organize its contacts with its current and prospective customers. Today businesses are asked to do more with less,

caused of CRM can help sales teams increase performance in competitive situations. Learn how to leverage win/loss data, quickly see what works and what doesn’t in your sales management strategy, and motivate your sales force to blow the competition away.

 

The task is to estimate the churn, appetency and up-selling probability of customers, hence there are three target values to be predicted which is based on large marketing databases from the French Telecom company Orange. The initial, to standardization based on high accuracy on the training datasets. and, has employed back-propagation learning of the test datasets into the classification model.

 

 

 Preface

Customer Relationship Management is both a business strategy as well as software. therefore more than a functional strategy alone. The key is getting closer to our customers and making it easier for them to do business with us. In today’s fast moving and highly competitive global commercial market, for companies large and small, the most important real asset with measurable long –term value is loyal, one to one customer relationships. Actually, most of companies do not specifically manage their customer relationships, so this asset can just slip away un-noticed till it’s too late.

 

The four cornerstones of CRM which must be mentioned first are:

1.     customer knowledge

2.     relationship strategy

3.     communication

4.     the individual value proposition

 

With a CRM system, company can manage its contacts and customer activities, enforce their business strategy with technology to meet customer needs and expectations, as well as their value and likely behavior. it also can vary in size and complexity, depending on company’s needs and budget. May choose on-premise CRM—if IT resources and infrastructure. it could then use that insight to drive customer interactions to increase customer loyalty and retain good customers. what customers want most is real relationship with the companies whose products and service they buy, listening to customers, seeing their perspectives, providing reliable, great service, having the information technology installed to make sure that the service strategy happened.

 

 

Purpose

   Customer relationship management (CRM) combines business processes, people, and technology to achieve one goal: keeping satisfied customers. Effective CRM systems capture information about customer interactions and present that information to customer-facing users to service those customers more effectively and efficiently.

 

The realization of an infrastructure that enables customer and supplier to communicate with one another, freed from the constraints of place and time , remains a formidable challenge. Increasing customer knowledge by recording the right data in databases, updating , enriching and using them appears to be no small task either.

 

It is an overall strategy to help you to learn more about your customers and their behavior, so you can develop stronger, for long- lasting mutual benefit both with you and your customers, including potential customers, then have to be elaborated further for each customer segments.The relationship policy will increase the number of top customers. In the meantime, a balance must be found between customer acquisition and relationship development.

 

And using CRM software as a service where you pay . it helps promote rapid company growth by automating and optimising all billing, sales, marketing and service functions. And CRM software is used to support these processes. The primary goal is to have most contributed to the output prediction as be a key factor in a marketing application with rapid and robust detection. in this further doing on back-propagation learning. Over the next, the improvment on applying this on the KDD Cup data were expected to get a weighted accuracy, for predict the propensity of customers to switch provider (churn), buy new products or services (appetency), or buy upgrades or add-ons proposed to them to make the sale more profitable (up-selling).

 

 

Method
1. To avoid out of memory, will pick up examples with entropy.

2. Standardization.

3. Using BP classifier for training datasets.

4. Implemented by Matlab.

 

流程圖: 結束點: Datasets

 

 

 

 

 

 

 

 

 

 

 


System framework

 

 

 

 

 

 

 

 

 

 


Three- layered neural network

 

 

Conclusion

In today’s increasingly competitive environment , customer relationship have became very important. it is a comprehensive way to manage the relationships that will benefit both you and your customers.,       but most companies don’t know how? CRM is more difficult than we had expected.

 

Likewise,understanding customer behavior should help the company keep its profitable customers happy, but the customers change their behavior without anticipate.

 

 

 

References

1. Peelen, Ed. Customer Relationship Management, Pearson Education Limited, 2005

2. 藤田憲一,Customer Relationship Management,先鋒, 2001

3. Anton, J. Customer Relationship Management, Prentice-Hall,Inc. 1996

4. Brown, Stanley A. Customer Relationship Management, John Willey & Sons Canada, Ltd. 2000

5. Dyche,Jill. 客戶關係管理手冊, Pearson Education Taiwan Ltd., 2003

6. Customer Relationship Management insightΠ,遠擎管理顧問公司, 2001

7. 顧客關係可以再靠近一點,天下編輯,2004