Data mining to improve decision making in the customer management area of Telefonica del Peru Tarapoto zone

Abstract

The general objective of this thesis entitled “Data mining to improve decision making in the customer management area of Telefónica del Perú Tarapoto zone” is to determine the effect of the use of data mining in decision making in the customer management area of Telefónica del Perú Tarapoto zone; To meet this objective, first we had to analyze the decision-making processes in the area of customer management, finding certain shortcomings; having a clear analysis, we went on to design and implement the system with data mining tools leading to measure the results in the decision-making process with the use of the application with data mining.
For the development of this thesis “data mining to improve decision making in the area of customer management of Telefonica del Peru Tarapoto zone”, conducted in Telefonica del Peru Tarapoto zone, was taken as a basis the current environment of data mining as it was presented an analysis of its importance, origin and implementation, through the description of existing methodologies to develop a project in this area of research. In turn, it makes its management in business processes related to the Customer Relationship Management (crm) strategy for business decision making and customer segmentation. As well as for the completion of this project, the information gathering was carried out using interviews, observation techniques; for the analysis and design the UML was used, which is a visual modeling language and the RUP (rational unified process) methodology was used.
In this research we worked with the customer management area, the evaluation of the speed of information processing was improved from fair to good and very good. As a result, the performance in the work with the current tools obtained 75% in the qualification of regular while with the application of the tool the evaluation of the performance improved to 100%.