ECCRM中的客户知识管理

从组织的角度给出了客户知识的定义并分析了其特点;提出将ECCRM中的客户知识分为三类,即客户信息知识、客户操作知识和客户隐藏知识;基于对ECCRM中客户知识的分类,探讨了采用数据挖掘技术来获得和处理客户知识的过程,包括选择、预处理、转换、分类、分析、解释与评价6个步骤;最后给出了ECCRM中的客户知识管理的定义,分析了客户知识管理的过程,主要包括客户知识的获得和处理、整合及传播,并结合实例做了相应的说明·文中的研究成果充实了ECCRM的基本理论·

Customer Knowledge Management in ECCRM

Customer knowledge is redefined from organizational viewpoint with its characters thus illustrated. Then, the customer knowledge in ECCRM (electronic commerce customer relationship management) is classified as informational knowledge, operational knowledge and tacib knowledge. Based on such a classification, the data mining technique is suggested to apply to acquiring and processing the customer knowledge in 6 steps, i.e., selecting, preprocessing, transferring, sorting, analyzing, parsing and evaluating. The customer knowledge management in ECCRM is therefore defined, and the process of customer knowledge management is broken down into acquiring, processing, integrating and propagating. An example is given to show how the customer knowledge management played an important role in ECCRM. The analysis made will be beneficial to the basic theory of ECCRM.