Data mining: Techniques for Enhancing Customer Relationship Management in Fast Moving Consumer Goods Industries

Data mining is the process which uses data analysis techniques to generate new rules and patterns also describe the relationships in data that may be used to make accurate forecast for future. Customer Relationship Management (CRM) is a process which creates the business strategy to build a long term and profitable relationship with the customer and its role on enterprise management through implementing database marketing and data mining strategies, based on past information of sold goods, customer relationship management may facilitate companies to build long-term customer relationship with customers. In this study we are going to present tool based on clustering technique namely hierarchical agglomerative methods in order to measure the satisfaction of customer. This paper provides an critique of the concept of Data mining and Customer Relationship Management in Fast moving consumer goods organisation based on clustering Techniques.