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    A machine learning framework for data-driven CRM
    (Springer, 2022) Peker Serhat; Kart Özge
    In today’s digital world, enterprises accumulate large quantiles of customer data which drives firms to implement data-driven CRM strategies to manage customer relationships. In CRM, machine learning techniques are widely used as a tool for using customer data and thereby acquiring knowledge from such data. In this context, this research presents a holistic framework for the implementation of machine learning methods in data-driven CRM applications. The proposed framework relies on past transactional data of customers and employs state-of-art machine learning techniques. This research serves as a foundation for future studies on data-driven CRM applications utilizing machine learning techniques. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.