Analytical Customer Relationship Management for Garage Services Recommendation Using the Generalized Sequential Pattern Method

Abstract

Analytical CRM refers to CRM’s component needed by PT. Armada International Motor ( PT. AIM ) Indonesia in achieving customer knowledge that consists of customer behavior andprofile from PT. AIM’s garage database. Using data mining exploration held on garage data in order to find possible pattern as management’ precise decision making base. Generalized Sequential Pattern (GSP) Algorithm refers to sequential data mining algorithm which able in exploring data that able solving any time and taxonomy constraints. GSP Algorithm implemented in this study in order to find customer service pattern both sequentially and simultaneously. One advantage of service type pattern founded that taken simultaneously is as service type recommendations base that can be run simultaneously at one service period. Furthermore, it may be used as promotion planning base, e.g. product bundling.