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CRM Information Assurance by Adding Specificity


Manel Mastouri


Vol. 11  No. 5  pp. 236-241


We propose a CRM specificity enhancer (CSE) capable of information assurance through specifying CRM evidence. We use Dempster and Shafer’s theory to process nonspecific customers attributes and their nonspecific purchase behaviors collected by the CRM data and technology components. Customer segmentation is performed while minimizing information conflicts in strategic marketing information generated by the CRM system and used by marketing management to send out marketing offers to targeted customer groups. CRM information assurance, through the CSE model, achieves information confidentiality, data integrity, and system availability. Because information inconsistencies are a great source of information corruption, then CRM integrity will be enhanced by minimizing information conflicts. Also with the absence of such specificity capability then marketing management cannot target the right customers and may hence rely of junk mail and spam to reach more customers. However the more untargeted marketing offers are sent through spam or junk mail the more company information is leaked to the external world. Leaking valuable information about a company’s marketing product and strategies violates the confidentiality security goal set by the CRM security policy. Moreover, because the CSE model works in a real time manner by classifying new customers as they arrive, any denial of service by some components of the CRM system will not oblige customers to reject marketing offers but will instead default to the last marketing offers communicated to marketing management before the CRM system is affected by the denial of service incident.


CRM, Information assurance, Confidentiality, Integrity, Denial of service, Specificity, Security, basic belief assignment, Belief function