Real-time analysis on finding significance of data mining on CRM of service sector organisations: an Indian perspective

Abstract

The customer relationship management (CRM) has helped organisation to increase customer satisfaction level and understand the customer behaviour in much better ways. Organisations need to find innovative ideas to deal with customers and understand them better. This requires that they should be able to uncover hidden and unknown information from customer database using analytical tools like data mining (DM). This application of DM in CRM is explored by analysing the opinion of the employees and executives of service sector in India. The application of DM in CRM is being found through the questionnaires which are being framed by the authors. These questionnaires helped us to frame and test certain hypothesis which will help us to find the real existing situations of service sector in Indian service sector. We hope that this would help to create a clear picture of the importance of DM in CRM of service sector.