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Preface

CRM

Customer Relationship Management, CRM

+
CRM
CRMIT
CRM

4PProductPrice
PlacePromotion4P
SService4P/1SCRM
1CCRM4P/1S/1C
Big Data

CRMCRM

910CRM

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CRM

hope 88@xuite.net

ii

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Preface

Part 1

CRM

2CRM5W/1H

Part 2

3
ITCRM

CRM

Part 3
CRM

Part 4
CRM

Part 5
CRM

Part 6

4CRM
CRM
5
6

7CRM
8

9CRM
17
10CRM
14

11

Part 7

CRM

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iii

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Contents

Part 1

CRM

Chapter 1 ........................................... 3
4
10
23
CRM29

Chapter 2 CRM5W / 1H .............. 35

5W / 1H36
42
CRM45
CRM56

Part 2

CRM 59

Chapter 3 ITCRM 61
CRM62
CRM70

Chapter 4 CRMCRM ...... 79

CRM80
CRM89
CRM94

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Part 3

CRM

103

Chapter 5 Data-Warehouse ................................... 105

106
108
110
116
CRM119

Chapter 6 Data Mining ............................... 123

124
OLAP131
136

Part 4

CRM

141

Chapter 7 CRM .................................................................. 143

CRM144
CRM149
CRM153
CRM155
CRM158
mail159

Chapter 8 Call CenterTele-Marketing

........................................................................................ 167
168
173
174
Tele-Marketing, T / M177
180

ii

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Contents

Part 5

CRM

187

Chapter 9 CRM17 .................................. 189

1CRM190
2SOGOVIP192
3193
4icash194
5195
6196
7sisleyVIPVIP
196
8VIP
197
9VIP197
10VIP198
11POS199
12OSIMCRM200
13SOGOCRM201
14
202
15LANCOME
203
16204
17POS204

Chapter 10 CRM16 ............................... 207

1Dr. CilaboCRM208
2211
3CRM214
4CRM217
5219
6222
7SEIZYOCRM224
8225

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iii


9CRM229
10
233
11VIP
234
12SOGO235
13VIP236
14JCBCRM
237
15CRM240
16CRM242

Part 6

Bg Data

245

Chapter 11 ............................................ 247

Big Data248
255
Big Data260

Part 7

iv

CRM

273

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Part

CRM

1
2 CRMW / 1H

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CRM

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CRM1
()

1.
2. Customer Satisfaction
3. Customer Loyalty
4. Future Intension

communications
acquisitionretention
loyaltyprofitability
Customer Relationship Management, CRM

()

touch point
usage pattern

2
() CRM
McKinsey & Co.


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Chapter 1

John OttContinuous Relationship Marketing, CRM

Micro-Segmentation

() CRM
2002
Data-Driven Decisions
CRM
CRM

() CRM
2002CRMCRM

() ZablahBellengerJohnson
ZablahBellengerJohnson2004CRM

1.
CRM

2.

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3.

4.

5.
CRM

CRM
CRMCRM

()

()

CRM

()-2

( )

()-1

CRM

CRM

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Chapter 1

CRM
CRMIT

CRM

CRM
1.

2.

Customer Acquisition
Customer Retention
Customer Protability
3.

4.

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IT

CRM

CRM = =

CRM
Dick Lee
The Customer Relationship Management Planning Guide

80%
CRM
CRM

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Chapter 1

(3)
(2)
(1)

1-1
HR200413

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CRM
1.

2.

3.

CRM
1. 80/20
20%80%80%

20%

2. 5%
25%100%
3.

4.

10

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Chapter 1

CRM
()

()

()

()

()

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11

(1)

(2)

(3)

(4)

(5)

CRM

1.
2.
3.
4.

12

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Chapter 1

(1)
(2)
(3)
(4)

CRM
CRM

(1)

(2)

(3)

(4)

1-2CRM

CRM
() 1
1.

2.
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13

3.
1. 2. 3.

1-3
() CRM2

1.

2.

3.

4.

14

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Chapter 1

Knowledge Discovery
(6)

(1)

Market Planning
(5)

(2)

Customer Interaction
(4)

(3)

Analysis and Renement

1-

CRM

1.

2.

3.

1.
2.
3.

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15

1.

2.

1.
2.
3.

1.
2.
3.

1.
2.
3.

16

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Chapter 1

(1)

(2) CRM

(3) CRM

(4) CRM

(5) CRMIT

(6) CRM

(7) CRM

1-CRM

CRM

1.
2.
3.

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17

1. E-mail
2.

3.

1.
2.
3.
4.
5.
6.
7.

1.

2.

1.
2.
3.

18

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Chapter 1

(1)
(5)CRM

(4)CRM

(2)CRM

CRM

(3)CRM

1-CRM

CRM
CRM1-1
1-1CRM
CMR
1.

Data Collection
POS
ERP
Call Center
EOS
EDI
Card Issue

Web Log
Kiosk
Fax Server

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19

CMR

2.

Data Storage
Database
Data Warehouse
Data Mart
Knowledge Base
Model Base

3.

Data Mining
OLAP
Statistics
Machine Learning
Decision Tree

4.

Data Visualization
EIS
Reporting
Ad Hoc Query
DSS
SIS

CRM
CRM

20

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Chapter 1

1.
2.

CRM
CRMCall Center
Data WarehouseData Mining
OLAP
() Call Center
Call Center
080

() CTI-Based Call Center

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21

CTI

() Internet Call Center

Internet Call CenterECWeb

Internet Call Center

1.

2. Data Mining
Relevant Patterns

On Line Analytical Processing, OLAP

Decision Support System, DSS

22

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.., 2013.08

ISBN 978-957-11-7192-0 ()
1.
496.5

102012665

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