An Efficient CRM-Data Mining Framework for the Prediction of Customer Behaviour

CRM-data mining framework establishes close customer relationships and manages relationship between organizations and customers in today's advanced world of businesses. Data mining has gained popularity in various CRM applications in recent years and classification model is an important data mining technique useful in the field. The model is used to predict the behaviour of customers to enhance the decision-making processes for retaining valued customers. An efficient CRM-data mining framework is proposed in this paper and two classification models, Naïve Bayes and Neural Networks are studied to show that the accuracy of Neural Network is comparatively better.