This paper presents an integrated KM and a CRM based framework using DM techniques.
All the firms may not be in favor of adopting KM while implementing a CRM.
It is written for practitioners who are looking for approaches to improve business performance and maintain high profits for their business by incorporating knowledge‐enabled a CRM in their setup.
In recent years, increasing attention to Artificial Intelligence (AI) encouraged the progress of data mining and analytics in the pedagogical domain.
The objective is to share how KM and a CRM can be integrated into this seamless analytics framework to sustain excellence in decision making using effective data mining techniques and to explore how working on such a CRM system can be effective for enabling organizations delivering complete solutions.
This paper is based on focused and dedicated study of the literature present on the a CRM, KM and data mining techniques.
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With a CRM, firms can identify their most profitable customers and use this knowledge for promotional schemes for those customers as well as identify future customers with prediction on ROI.
The need for the integration of KM and a CRM is clear. (2011), "Role of knowledge management and analytical CRM in business: data mining based framework", The Learning Organization, Vol.