Inculcation of knowledge discovery towards effective Customer Relationship Management (CRM)

Knowledge discovery has been used to draw inferences from the data which can be used for formu­ lation of strategies in the organisation. A number of companies have involved this concept to have effective customer relationship with their potential and existing customers. Researches have proved that properly framed CRM has increased the profitability of the organisations. It is therefore crucial to discover the behaviour of the customers through knowledge discovery mechanism. This paper discusses the concept of knowledge discovery and data mining and the importance of CRM as mined from the knowledge base and how the organisations can get benefited from it. It further discusses two cases where knowledge discovery is used to obtain valuable information about the customers.