Read more
This book introduces a fuzzy classification approach, which combines relational databases with fuzzy logic for more effective and powerful customer relationship management (CRM). It shows the benefits of a fuzzy classification in contrast to the traditional sharp evaluation of customers for the acquisition, retention and recovery of customers in online shops. The book starts with a presentation of the basic concepts, fuzzy set theory and the combination of relational databases and fuzzy classification. In its second part, it focuses on the customer perspective, detailing the central concepts of CRM, its theoretical constructs and aspects of analytical, operational and collaborative CRM. It juxtaposes fuzzy and sharp customer classes and shows the implications for customer positioning, mass customization, personalization, customer assessment and controlling. Finally, the book presents the application and implementation of the concepts in online shops. A detailed case study presents the application and a separate chapter introduces the fuzzy Classification Query Language (fCQL) toolkit for implementing these concepts. In its appendix the book lists the fuzzy set operators and the query language's grammar.
List of contents
Introduction.- Fuzzy Set Theory.- Relational Databases and Fuzzy Classification.- Customer Relationship Management.- Fuzzy Customer Classes.- Fuzzy Classification Applied to Online Shops.- fCQL Toolkit.- Conclusion.
About the author
Nicolas Werro is currently "Head of Business Analytics" in the "Big Data and Business Intelligence" department of Swisscom AG. He achieved his PhD thesis in 2008 at the University of Fribourg in the research group "Information Systems" led by Professor Andreas Meier, where he has been assistant until the end of 2007. Before starting his doctoral studies, Nicolas Werro achieved a diploma degree in Computer Science and Economics as well as a master degree in Computer Science from the University of Fribourg.
Summary
This book introduces a fuzzy classification approach, which combines relational databases with fuzzy logic for more effective and powerful customer relationship management (CRM). It shows the benefits of a fuzzy classification in contrast to the traditional sharp evaluation of customers for the acquisition, retention and recovery of customers in online shops. The book starts with a presentation of the basic concepts, fuzzy set theory and the combination of relational databases and fuzzy classification. In its second part, it focuses on the customer perspective, detailing the central concepts of CRM, its theoretical constructs and aspects of analytical, operational and collaborative CRM. It juxtaposes fuzzy and sharp customer classes and shows the implications for customer positioning, mass customization, personalization, customer assessment and controlling. Finally, the book presents the application and implementation of the concepts in online shops. A detailed case study presents the application and a separate chapter introduces the fuzzy Classification Query Language (fCQL) toolkit for implementing these concepts. In its appendix the book lists the fuzzy set operators and the query language’s grammar.
Additional text
“The book provides the reader systematic yet
incremental exposure to the concepts of fuzziness in decision making through
grounding theories of set theory and extended relational database schema with
fuzzy classification. … the book, which is based on Werro’s thesis work, will
attract the attention of researchers and practitioners. Case-based discussions
enhance the usefulness of the concepts and will benefit readers.” (Harekrishna
Misra, Computing Reviews, October, 2015)
Report
"The book provides the reader systematic yet incremental exposure to the concepts of fuzziness in decision making through grounding theories of set theory and extended relational database schema with fuzzy classification. ... the book, which is based on Werro's thesis work, will attract the attention of researchers and practitioners. Case-based discussions enhance the usefulness of the concepts and will benefit readers." (Harekrishna Misra, Computing Reviews, October, 2015)
