Classification and Prediction in CRM Using Back Propagation Multilayer Feedforward Neural Network Approach

CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”. Customer Relationship Management provides a customer classification and prediction which is used for the optimization of business process. customers”. It is a “comprehensive approach which provides seamless integration of every area of business that touches the customernamely marketing, sales, customer services and field support through the integration of people, process and technology” This classification and prediction in CRM will help the company to study, analyze and forecast customers pattern of consumption, business transaction and purchasing CRM has become major activity in the enterprise based business organization using the CRM. CRM is an important activity in the enterprise business organization like banking industry, insurance industry, retail industry and manufacture industry. In the system we are using data mining techniques to implement customer classification in CRM as we need to analyze mass volume of data we are implementing an efficient and effective Neural Network based technique. Based on the existing system like Naïve Bayesian System, our proposed system implements Back propagation Neural Network techniques which would generate accurate results with less time complexity.