???? ??????CRM?????

1
???? ??????CRM?????

• ??? ??????B2C?

2
??

• 11-1 ??CRM
• 11-2 ??????
• 11-3 CRM???
• 11-4 CRM??
• 11-5 ??????? POS
• 11-6 ???????? Call Center
• 11-7 ???????? CTI
• 11-8 CRM???
• 11-9 CRM????
• 11-10 CRM?????
• 11-11 ??????
• 11-12 ????
• 11-13 ????????
• 11-14 ?????????

3
??????CRM?????

• ????
• ??????
• ????
• ?????????
• ????
• ??????

4
11-1 ??CRM

• ???CRM (Customer Relationship Management)
• ??????????????,???????????,????????,??????????????
  
• ??IT??????--eCRM
• ??IT,??????????????????,?????????????????,????????
  ???,???????????,?????????,????????????
• ??????,????????????
• ????????????????
• ??????????????????
• ??????????????

5
11-2 ??????

•  ????????
• ?????
• ??????
• ??????
• ????????
• ?????????
• ????????,??????????
• ??????????????,??????????????????
• ??????????????????????,?????????

6
??????

• ????????????????(continuous relationship
  marketing, CRM)
• ??????????????,????????????
• ???????????????????????,
• ???????????,???????????????
• CRM??????????????
• ?? ????? ? ????????
• ???? ????????????????
• ??????? ???????????,?????????,???????

7
11-3 CRM???

• CRM??????????,???????????,????????????
• ???????????????????????????????,????????
• ???????????????????,???????????????
• ??????? "????"????
• ???????? ???????,????????
• ??????? ?????????????
• ???????? ???????,?????????,?? ???????? 

8
CRM??????????

• 1980 Contact Management,????????????
• 1990 ????????(Call Center)????????????(Customer
  Care)
• ?????,CRM???????,?????IT,???????????,???????? 

9
?????CRM?

• CRM?????B2B?B2C
• B2B????????????,???CRM?????????????????
• B2C??????????????????,???????????????
• ????CRM???
• ?????? ??????????,????????,????,????????
• ?????? ?????(customized)???????,?????
• ?????? ???????CRM,???????"???"???,?????????
• ?????? ??????,?????

10
???????????

• CRM???,?????????
• ???????????
• ?????????
• ???????,????????????
• ?????
• CRM???????????,?????????????,??????????
• ???????????CRM???
• ??????(customer knowledge) ?????????????,????????
  ?????,??????????,?????????????????
• ??????(customer interaction) ????????????????,???
  ???????,??????????????????

11
CRM???????

• ???? (Knowledge Discovery)
• ?????????????,?????????????????????
• ?? ????????????????
• ?????? (Market Planning)
• ???????????,????????,?????????????????
• ??????? (Customer Interaction and Feedback)
• ?????????,???????????????,??????
• ??????? (Repeated Analysis and Refinement) 
• ?????????????????,??????,?????????

12
??CRM?????

• ????????
• ???????
• ???????????????,?????????
• ??CRM???????????
• CRM????????????????(domain knowledge)?
• ???????????????? 
• ???????,????????????
• ???????,????????????????
• ????????????
• ??????CRM??,?????????,?????CRM?

13
11-4 CRM??

• ?????????????????
• ?????????,???????
• ??????????????????????????????
• ??CRM,????CRM??,????????
• ???CRM?,??????
• (1) ???? (Data Collection)
• (2) ???? (Data Storage)
• (3) ???? (Data Analysis)
• (4) ??????? (Data Application and Visualization)

14
(No Transcript)
15
11-5 ??????? POS

• ?????????????????POS?
• POSPoint Of Sale (???????)?
• ?????????????????
• POS?????? ? ????
• POS?????? ? ?????????????
• (?????)
• POS?????? ? ???????????
• POS?????? ? ????????

16
11-6 ???????? Call Center

• ????????Call Center??????????????
• ??????,??????????,?????,??????????????
• ??????????(Computer Telephony Integration,
  CTI),?????????????????????????????
• ??????????????
• ?????????,?????????(Profit Center)
• ?????,????????????,??CTI,???????????
• ??????????????,?????????? 

17
11-7 ???????? CTI

• CTIComputer Telephony Integration(????????)
• ????????????????,
• ?????????,????????????????????
• ?????????,???????,????????,???????????? 
• 2001?????? Genesys CTI????
• ??????Contact Center????????
• ????????????????????????????
• ?????????????????,???????????????,
• ??????????????????,????????
• ????????????????,CTI???????,??????????????????????
  ?

18
11-8 CRM???

• ?????????,????CRM???????
• ??????????????,????????
• ????????,?????????8-10?
• ??????????5,???????85
• ????????????????15,??????50
• ????????,70???????????????? 
• CRM????,?????
• CRM?????
• ????????????
• ???????????
• ???????????????
• ?????????
• ?????????
• ?????????

19
11-9 CRM????

• ????? (Amazon)
• ?????????,???????????,??????????????(Your store)
• ??????
• ??CRM,??????????????? 
• ????
• CRM??????????????????,???????????  
• ????
• ????e???,?????????????? 
•  ????????
• ?????????????,???CRM????

20
11-10 CRM?????

• ????
• 2001?CRM?????220???
• 2006?????????470???
• ??CRM????????18.6?????
• ???? ???????????????????? 
• ????????????????????????????
• ????
• ??(PeopleSoft)?????????PeopleSoft 8 CRM
• Siebel
• ??? (Oracle)
• ??? (SAP)
• i2(????)
• ????(BroadVision)

21
????CRM??

• ?????ERP??????????,CRM??????????
• 2003????CRM???????10??
• ?????????????????
• ?????(Communicational)CTI?Call
  Center??????e-mail??
• ?????(Analytical)
• ?????(Operational)
• ?????CRM???
• ??????(69)?
• ????(59)?
• ????(56)?
• ????(47)?
• ???(9)?
• ????(3)

22
11-11 ??????

• ???????????????
• ??????
• ???? ???????????????????
• ???? ??????????
• ???? ?????????????
• ????????????
• ?????? ????(online help)
• ?????(Frequently Asked Questions, FAQ)
• ???? ???????,???????
• ?? ????????????????????????????????mail????
• ???? ??????????
• ???? ?????????,?????

23
?????????? ?????(key word matching)
24

• ?????????????
• ?????? ????????????
• ??????
• (1) ??????
• (2) ?????????,????????????
• (3) ???????????,??????,?????????????????

25
11-12 ????

• ????(Data Mining)?????????,??????????????????????
  ??????????
• ?????????????????????,?????,????????
• ?????????????? (KDD Knowledge Discovery in
  Database),??????????????????,????????????
• ????????????
• ???????? (Global) ?? ? ??????(Model) ? ?? ? ????
• ?????? (Local) ??? ???????(Pattern Detection) ?
  ??? (Algorithm)

26
???????

• ??(Classification)
• ???????,???????????,???? (Class)
• ?? ?????? ???????????????
• ??(Estimation)
• ?????????????,???????????,?????????????,??????????
  ?
• ?? ?????????,?????????
• ??(Prediction)
• ???????????????
• ?? ??????,???????????
• ????(Affinity Grouping)
• ???????????????
• ?? ?????????????,???????????(cross selling)
• ????(Clustering)
• ???????,????????????? (Clusters)
• ??????????(segmentation)?

27
??????

• (1) ?????
• (2) ??? (Decision Tree)
• (3) ?????? (MBR Memory-Based Reasoning)
• (4) ????? (Neural Networks)
• (5) ????? (GA Genetic Algorithm)
• (6) ?????? (OLAP)
• (7) ??????
• (8) K??? (K-Means)
• (9) ???? (Agglomeration)
• (10) ????
• (11) ??????

28
?????

• ?????
• ????????????????,??????????????
• ????????????
• ????????????????
• ????(Association Rules) ????????????,??
• ?????????,???????????
• ??????????
• ???(Support)????????????????????, P(condition)?
• minimum support?????????????????
• ???(Confidence)??????????(????)?P(condition and
  result)/P(condition)
• minimum confidence????????????(????)?

29

• A gt C (??A, ????C)
• support P(A and C) 2 / 4 50
• confidence P(A and C) / P(A) 2 / 3 66.6
• C gt A (??C, ????A)
• support P(A and C) 2 / 4 50
• confidence P(C and A) / P(C) 2 / 2 100

30

• ??
• (1) ???????
• (2) ???????????(Unsupervised learning)
• (3) ??????????
• ??
• (1) ?????,??????????
• (2) ??????????
• (3) ?????????

31
???

• ?????????????
• ???????????? (Data Representation),?????????
  (Algorithm)
• ????????
• ?????????
• ??????????
• ??
• ??(root)?????????????
• ???(child node)??????????????????????????????????
  ??
• ????(leaf node)????????,????????????
• ??????????????,?????????(???????)
• Min (P1, P2)
• P1P2
• Entropy(??) (-P1 log(P1)) (-P2log(P2))
• ??"???"or"??" ????,?????????

32
Decision Trees

• A series of nested if/then rules.

32
33

• ?? I(p) ???p????????(??).
• I(p) - log2(p)
• ? X ???????, ?????pi
• X????????
• H(X)??????, ??????X ??(entropy).
• ???????.
• X?????2?,H(X)????1,???0?
• X?????4?,H(X)????2,???0?

34
??????

• ?????????,???????????,??????,????????????
• ????????
• step0???????
• step1??????,?????item???
• step2??????,??????item????
• step3????????,?????group???,
• ????
• ????(????) ?????K??????????????????K?????
• ???
• ?????????????????????????????????????????????????
  ??
• ?????????????????? ????????????????????????

35
???????????

• ?????????(????)
• ??????????,???????????,?????????????
• ????? ?????????????????
• ??????????????????????????
• ???????????
• ???? (Cross Sell)???????,??????????
• ???? (Target ads)????????????????
• ?? (Pricing)?????????,??????????,?????????????
• ???? (Risk Management)?????,???????,????????????
• ?????? (Fraud Detection)????????????????

36
????????

• ?????????????????,????????????
• ????????????????,?????????????????,??????
• ???????????????,????????????????????????CD,
• ???????????????,????????????CD

37
11-13 ????????

• ???
• ????????????????
• ???????????
• ????????????
• ?????????
• ????
• ???????????????
• ????????
• ?????????
• ????????
• ???????????????????
• ?????????????????
• ???????????,?????
• ??????????????

38
11-14 ?????????

• ????(Knowledge Management KM)
• ???????,??????,??????,?????????
• ??????know-how??????????,?? ???????
• ???????????????????
• ?????????????
• ???????????
• ?????????????
• ???????????????
• ??????????????????

39

• ??????????????????
• ????? ???????!
• ????? ????????,?????????
• ????? ?????????,?????????,?????????

40
????

• ??
• ????????????,????????????????????
• ???????????????,?????????????????,??????????????
• ????? ???????????
• ??????? ????????,??????????????????
• ??????????????,?????????
• ???????,???????????,???????????????,??????????

41
?????????

• ??????????
• ??????????
• ????????