Generic Model for Customer Relationship Management Based on Back Propagation Algorithm

Data mining is most widely used in all fields because of its purposeful usage in the field where it is applied to. The techniques such as Clustering, Association rules and Classification take very important role in management. It is described that how these techniques are used to improve the customer relationship with the company which leads to a considerable profit. This paper deals with providing a solution for Customer Relationship Management with the aid of the available Data Mining Techniques such as Clustering and Classification. These techniques are performed on the data by integrating them with the help of Back propagation Algorithm in Neural Networks. In this research work, mobile marketing company has been chosen with a base dataset of customers and a similar number of product entries. A generic solution is provided by this study and hence it can be applied to any organization, in which properties of a customer play a major role in selection of products. Keywords-Customer Relationship Management, Customer Value, Neural Networks, Clustering, Classification