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Improving CRM 2.0 through Collective Intelligence by Using CBIR Algorithms
Abstract
CRM 2.0 is a business philosophy whose purpose is to involve the customer in the business in order to provide value of mutual benefit. CRM is supported by two main elements: a technological platform and social features; in this chapter both elements are covered. An overview of different Content Based Images Retrieval (CBIR) algorithms, with the aim to develop Web 2.0 applications for improving CRM 2.0 by using Collective Intelligence is introduced. The result of applying Collective Intelligence is an improvement in the services offered, useful for maintaining an inter-functional integration among processes, the people, and the area of marketing to increase customer satisfaction. It is also useful for identifying tendencies and to proactively conceive new business strategies. With the implementation of CBIR paradigms and Collective Intelligence into Web 2.0 application, CRM 2.0 can be improved by providing a new strategy for presenting products or services. This integration materializes a link where customers have the ability to enrich their search before the purchase; to effectively compare products, and to clarify their preferences. Finally, it is important to underline that the proposed integration represents a decision support in the feedback phase of CRM.
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