Abstract
Today’s research shows a significant increase in the role of data exploration in the management of organizations. Despite the great importance of this problem, in the scientific literature on the subject, too little attention is paid to research presenting the benefits that organizations can derive from data mining methods and techniques in customer relationship management. This paper aims to identify the essence of customer relationship management systems and the most important methods and techniques of data mining (data, text, web and graph mining), as well as to examine the key benefits that Knowledge Intensive Business Services (KIBS) can derive from their use. The research covered seven selected organizations representing the KIBS sector. The collected extensive research material allowed to answer following questions: what methods do organizations use to collect information, what types of data are most often the subject of data analysis, what techniques are used for data mining, and what benefits organizations and their customers derive from data mining.
Paper Type
Full Paper
DOI
10.62036/ISD.2023.15
Data Exploration as a Trigger for Customer Relationship Management
Today’s research shows a significant increase in the role of data exploration in the management of organizations. Despite the great importance of this problem, in the scientific literature on the subject, too little attention is paid to research presenting the benefits that organizations can derive from data mining methods and techniques in customer relationship management. This paper aims to identify the essence of customer relationship management systems and the most important methods and techniques of data mining (data, text, web and graph mining), as well as to examine the key benefits that Knowledge Intensive Business Services (KIBS) can derive from their use. The research covered seven selected organizations representing the KIBS sector. The collected extensive research material allowed to answer following questions: what methods do organizations use to collect information, what types of data are most often the subject of data analysis, what techniques are used for data mining, and what benefits organizations and their customers derive from data mining.
Recommended Citation
Olszak, C. & Pałys, M. (2023). Data Exploration as a Trigger for Customer Relationship Management. In A. R. da Silva, M. M. da Silva, J. Estima, C. Barry, M. Lang, H. Linger, & C. Schneider (Eds.), Information Systems Development, Organizational Aspects and Societal Trends (ISD2023 Proceedings). Lisbon, Portugal: Instituto Superior Técnico. ISBN: 978-989-33-5509-1. https://doi.org/10.62036/ISD.2023.15