실시간 IoT 데이터를 활용한 고객 관계 관리 방안에 관한 연구

• 영문명: A Study on the Customer Relationship Management Method Using Real-Time IoT Data
• 발행기관: 한국산업경영시스템학회
• 저자명: 배지원(Ji Won Bae) 백동현(Dong Hyun Baek)
• 간행물 정보: 『산업경영시스템학회지』제42권 제2호, 69~77쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

As information technology advances, the penetration of smart devices connected to the Internet, such as smart phone and tablet PC, has rapidly expanded, and as sensor prices have fallen the Internet of Things has begun to be introduced in the industry. Today s industry is rapidly changing and evolving, requiring companies to respond to the new paradigm of business. In this situation, companies need to actively manage and maintain customer relationships in order to acquire loyal customers who bring them a high return. The purpose of this study is to suggest a method to manage customer relationship using real time IoT data including IoT product usage data, customer characteristics and transaction data. This study proposes a method of segmenting customers through RFM analysis and transition index analysis. In addition, a real-time monitoring through control charts is used to identify abnormalities in product use and suggest ways of differentiating marketing for each group. In the study, 44 samples were classified as 9 churn customers, 10 potential customers, and 25 active customers. This study suggested ways to induce active customers by providing after-sales benefit for product reuse to a group of churn customers and to promote the advantages or necessity of using the product by setting the goal of increasing the frequency of use to a group of potential customers. Finally, since the active customer group is a loyal customer, this study proposed an one-on-one marketing to improve product satisfaction.

목차

1. 서 론

2. 선행연구와 이론적 배경

3. 분석방법

4. 사례분석

5. 결 론

키워드

Customer Relationship Management RFM Analysis Descriptive Statistical Analysis Transition Index Analysis Control Chart