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Published in:
2013 | OriginalPaper | Chapter
Automatic Customer Segmentation for Social CRM Systems
Authors : Adam Czyszczoń, Aleksander Zgrzywa
Published in: Computer Networks
Publisher: Springer Berlin Heidelberg
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This paper attempts to address the problem of the automatic customer segmentation by processing data collected in Social Customer Relationship Management (Social CRM) systems using Kohonen networks. Presented segmentation approach comprises classic loyalty-profitability link model that is explicit for CRM, and new social media components direct to Social CRM. The result of presented approach is an analysis tool with data visualization for managers which significantly improves the process of customer segmentation. Presented research is supported by implementation of proposed approach by which experiments were conducted. Additionally, the experimental results showed that proposed method performed very close to k-means algorithm which indicate the correctness of the proposed approach.