슬라이드 1hompi.sogang.ac.kr/jinhwakim/csm/case_… · ppt file · web view ·...

IT CRM

Online searching channel according to the characters

I. Background

II. Purpose

III.Research Model

IV.Analysis

V. Implication

Content

Background about the our project

We live in information world… There are a lot of information in the Internet. The Internet has greatly influenced on the information searching and information acquisition process. And this Internet has influenced the customer’s behaviors.

So, to attract the customers, the company must know the character of product according to the customer characters. And then the company must know the searching methods in the web according to the customer’s characters.

Purpose about the our project

What we want to know…

- Each customer that has different character considers the different character of product.

- Each customer uses the different online information searching channel according to the character of product.

“When the customer buys the PC,

1. Brand Homepage

2. Knowledge searching in portal site

3. Community4. Pricing

comparing site

Online Information Searching Channel

1. Introvert2. Extrovert3. Sensual4. Rational

Customer (Student)characters

1. Price2. Design3. Technology

Productcharacters

We analyzed the association rules about each factor.

Research Model

(1) About the Student character (Extrovert, Introvert, Sensual, Rational)

(2) About the Product character (Price, Design, Technology)

(3) About the Online searching Channels

ex.I like more considering a lot of thinking before some action.

When you choose some product, how to find some information about product?

① Brand Homepage (ex. www.sony.co.kr) ② Knowledge searching in portal site (ex. Never, Google) ③ Community (ex. Cyworld Clubs) ④ Pricing comparing site (ex. www.danawa.com)

ex.The most important thing is the price when I buy some product.

Questionnaire

VARIABLEs content (meaning)

Customer Characters

Introvert

Intovert1 not introvertIntovert2 　

Intovert3 middleIntovert4 　

Intovert5 very introvert

Extrovert

Extrover1 not extrovertExtrover2 　

Extrover3 middleExtrover4 　

Extrover5 very extrovert

Rational

Rational1 not rationalRational2 　

Rational3 middleRational4 　

Rational5 very rational

Sensual

Sensual1 not sensualSensual2 　

Sensual3 middleSensual4 　

Sensual5 very sensual

Variables

“Variables about

customer characters”

Variables

VARIABLEs content(meaning)

Product CharactersPrice

DesignTechnology

Product Searching Channel

Channel1 Brand homepageChannel2 Portal siteChannel3 CommunityChannel4 Price comparing siteChannel5 Others

“Variables about product characters and product searching

channel ”

Analysis - methods

The object of Survey - Sogang University student

We used data mining tool (Decision tree)

The collection of Survey - 60 data (from 11.20 to 11.27)

Decision tree with SPSS Clementine (SPSS Clementine data mining solution enables organization to gain deeper

insight into every aspect of business and shows some rules for decision making.)

Analysis – Decision Tree

Decision Tree : SPSS Clementine

In SPSS Clementine, we just divide customer characters into 1) Extrovert or Introvert and 2) Sensual or Rational

Analysis – Decision Tree

Decision Tree : SPSS Clementine

Analysis – Decision Tree

Decision Tree : SPSS Clementine

X1

X2-1

Customer CharacterIntrovert Extrovert

Sensual Rational

X3-2X3-1 X3-3

DesignPrice Technology

Channel 4 Channel 2 Channel 1

X1-0 X1-1

Channel 3

X2-0

43.3% 11.7% 33% 10%

Result

Any kind of person who is particular about price only choose price comparison website.

All kinds of people are particular about design and choose the portal, community site and price comparison site.

A sensual person shows a dual character in choosing product.

: Technology->brand homepage. : Design->community website An introvert is sissy on design and chooses price

comparison website. An extrovert and rational are sissy about design

and choose community website.

Implication

- Findings

We suggest the following :- develop the product blog page and link it along

with price comparison website to brand homepage- blog page caters the needs of customers who are

for design which has maximum weightage.- cooperate with some company, like yahoo, google,

to get more information about customer ,like age, job, MSN, favorites, and then identify the customers by introvert, extrovert, rational, and sensual and send our products they may like.