10.  Major applications

10.1 Customer relationship management

In an increasingly competitive environment, the ability to win and retain customers depends on a detailed understanding of their needs and their behavior as consumers, users and buyers.

Creating and maintaining an increasingly personalized relationship with an increasingly standardized product is a key success factor for consumer products and services.

To do this, you need to know your customers. Conventional market research methods take a long time to implement, and the results are always questionable due to the size of the samples used. However, the company does have information on its customers and their consumption habits.

Customer relationship management (CRM) can be...