Data Mining: A Distinctive Approach to CRM

Customer delight is prerequisite for the existence and growth of any company. Marketing concept in present form is not focusing on the sales but understanding and serving the customers in such a way that the customers find themselves delighted. In such cases only such companies will be able to survive and grow which has the correct accessibility to correct data at opportune time. In current technologically advanced world, there is no dearth of data but the companies still fail as actual benefits were not extracted from the available data. Data Mining tools provide solution by helping in segmentation of market, and at the same time by helping in different aspects of marketing as for example in customer relationship management (CRM). The objective of the present paper is to put light on the application of data mining in field of CRM for the customer delight.