Abstract
The paper presents the techniques, process and application of electronic CRM (e-CRM) using data mining (DM) techniques. The increase in the competition in every sector of the business has forced the business organisation to become a brand of universal acceptance. This is possible only when the accessibility of the organisation product is to every common people. The e-CRM has provided the means for the business organisation to achieve this. The e-CRM with the application of the DM tools can help better analyse the customer data which will enchase the profitability of the organisation and also helps to improve the relationship of the customers with the firms. The paper demonstrates the ability of the DM to automate the process of searching the mountain of customer's related data to find patterns that are good predictors of behaviours of the customers which help achieve successful e-CRM in the web domain. The paper gives an idea of how DM capabilities can increase the profitability of the firms by effective e-CRM.
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