基于客户服务管理（CSM）系统的数据挖掘业务应用

发布时间：2018-05-14 16:37

本文选题：客户服务管理 + CSM　；参考：《山东大学》2015年硕士论文

【摘要】：随着证券行业的发展,不同的证券公司的竞争已经从单一竞争转移到争夺客户资源的竞争上,面对日益发展和恶劣的市场竞争环境,证券公司最重要的工作已变成如何维系与客户之间的关系。单纯地对客户信息的组织和管理己不能满足证券行业的需求,客户服务管理(CSM)就是通过证券公司把客户服务管理作为一种全面提高证券公司在证券行业竞争力的电子商务解决方案,客户服务管理可以帮助证券公司更好地吸引潜在的客户和留住最有价值的客户,从而为公司带来丰厚的利润。但面对日益膨胀的大数据,怎么通过从客户信息中挖掘出对证券公司有帮助的内容,就成为数据挖掘解决的难题。数据挖掘技术是从大量数据中先辨别,后挖掘的模式,在证券行业中人们这可以从这些无关的数据中发现对我们工作有用的信息,让客服人员提前了解到客户的需求,而不是对客户的需求作出程序化、被动地反应,进一步从根本上解决了证券公司客户服务最基本的难题。客户服务管理就是利用数据挖掘技术对客户的大量数据进行有序的整合。通过对客户数据的分析、处理,得出客户的不同行为偏好和不同的交易习惯,最后把客户这些不同的客户资源分享给证券公司的客户服务、营销各部门,对于不同需求的人员得到他所需的信息,有的放矢的开展业务,使得客户的满意度和忠诚度进一步得到提升,最终提升证券公司的客户服务质量。论文从客户服务管理和数据挖掘两方面分别阐述了它们的核心思想,以及对于这两项技术在证券公司实际应用中的作用和意义,最后明确了客户服务管理(CSM)系统在数据挖掘中的应用,通过数据挖掘的一般过程解释了客户在不同生命周期的不同阶段的应用实例和基于客户服务管理(CSM)的数据挖掘解决的几个问题。
[Abstract]:With the development of the securities industry, the competition of different securities companies has shifted from a single competition to a competition for customer resources. The most important job for securities firms has become how to maintain relationships with customers. The mere organization and management of customer information can no longer meet the needs of the securities industry. Customer Service Management (CSM) is to take customer service management as an e-commerce solution to improve the competitiveness of securities companies in the securities industry. Customer service management can help securities companies to attract potential customers and retain the most valuable customers, thereby bringing the company rich profits. However, in the face of the expanding big data, how to find out the helpful content from the customer information becomes a difficult problem of data mining. Data mining technology is a pattern that can be identified from a large amount of data before mining. In the securities industry, people can find out from these unrelated data information that is useful for our work, so that customer service personnel can understand the needs of customers ahead of time. Instead of programming and reacting passively to the needs of customers, it solves the fundamental problem of customer service in securities companies. Customer service management is the use of data mining technology to integrate a large number of customer data in an orderly manner. Through the analysis and processing of customer data, we can get different behavior preferences and different trading habits of customers. Finally, we can share these different customer resources with the customer service and marketing departments of securities companies. For the different needs of the personnel to get the information he needs, targeted to carry out business, so that customer satisfaction and loyalty to further enhance, and ultimately improve the quality of customer service of securities companies. This paper expounds their core ideas from the aspects of customer service management and data mining, as well as the role and significance of these two technologies in the practical application of securities companies. Finally, the application of CSM (customer Service Management) system in data mining is clarified. Through the general process of data mining, this paper explains the application examples of customers in different stages of life cycle and some problems solved by data mining based on customer service management (CSM).
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.13

【共引文献】