Customer Relationship Management Based on SPRINT Classification Algorithm under Data Mining Technology.

Abstract

Under the advance of computational intelligence, customer relationship management system based on data mining technology can not only bring more economic benefits to an enterprise but also improve the management and decision-making level of Chinese enterprises. In this paper, the application of data mining technology in customer relationship management (CRM) is analyzed, and four data mining modes are realized: customer classification, cross-marketing, customer acquisition, and customer retention. In the data mining module, SPRINT classification algorithm is used in customer classification. At the same time, FP-growth, an association rule algorithm without candidate set, is applied in cross-marketing, which enhances the practicability of the system. The algorithm of optimal customer retention strategy under digital intelligence technology is adopted in customer retention, which makes up for the shortcomings of traditional CRM system and helps enterprises to better operate and adjust marketing strategies.