Tuning of Customer Relationship Management (CRM) via Customer Experience Management (CEM) using sentiment analysis on aspects level

This study proposes a framework that combines a supervised machine learning and a semantic orientation approach to tune Customer Relationship Management (CRM) via Customer Experience Management (CEM). The framework extracts data from social media first and then integrates CRM and CEM by tuning and optimising CRM to reflect the needs and expectations of users on social media. In other words, in order to reduce the gap between the users' predicted opinions in CRM and their opinions on social media, the existing data from CEM will be applied to determine the similar behavioural patterns of customers towards similar outcomes within CRM. CRM data and extracted data from social media will be consolidated by the unsupervised data mining method (association). The framework will lead to a quantitative approach to uncover relationships between the extracted data from social media and the CRM data. The results show that changing some aspects of the e-learning criteria that were required by students in their social media posts can help to enhance the classification accuracy in the learning management system (LMS) data and to understand more students' studying statuses. Furthermore, the results show matching between students' opinions in CRM and CEM, especially in the negative and neutral classes.