Maximum resolution dichotomy for customer relations management

Abstract

A topological model for a survey of customer attitude is a simultaneous graphical display of all the dimensions of its relevant data base, which provides a geometrical shape as a descriptive, visual statistics of the customer base at any particular instance of its development. In particular, various dimensions were identified from available data for constructing a multi-attribute dichotomy that can help discern customers' orientation toward costs and benefits. Such a model provides a visual cue for the preference structure of the market. Using a reference subset of prejudged cases, the configuration of the dimensions and the angles among them can be optimized for a topology that maximizes the resolution of such dichotomies. The approach is illustrated in a survey of fans of a major league sports team. It can be a useful tool for data mining and visualization in market research, product/service design, and strategic planning for customer relations management.