Abstract:

Email, chat lines, newsgroups, and forums are the new ways by which people increasingly interact. In this paper a methodology is presented to extract and measure the intangible elements of a relationship, as feelings and opinions, otherwise impossible to be detected, as appear in these interactions. Based on text mining technology, this methodology can be successfully applied to CRM (Customer Relationship Management), as well as ERM (Employee Relationship Management), SRM (Supplier Relationship Management), and XRM (eXtended Relationship Management) applications. This methodology is presented from a theoretical as well as a practical point of view using a business case realized in Conoco, Inc., an American oil company.