CRMaps: Managing Customer Relationships Based on Ontological Fuzzy Cognitive Map

초록

Fuzzy cognitive maps (FCM) is a proper tool that can model virtual worlds and predict responses of them by simulation. Also, we have considered that FCM is one of the most efficient ways to solve the problems which we are facing with like the lack and uncertainty of knowledge on e-commerce environment. In this paper, we have tried to design knowledge management systems in e-commerce based on FCM and ontology, also proposed the Ontological FCM (O-FCM) framework to collaboratively share knowledge between heterogeneous businesses by using O-FCM Repository (O-Repository). Thereby, we have defined manipulating operations of O-FCM such as expansion, contradiction, augmentation and screener in order to systematically manage knowledge represented as O-FCM. Especially, we have been focusing on customer relationship management (CRM). As performing simulation of synthesis patterns, we were able to generate unexpected rules and relationships involved in customers. For example, it was shown that O-FCM's of food company and logistics company can be augmented, and then both companies share their knowledge each other. In conclusion, CRMaps can support decision makers to handle semantic interoperability between businesses by O-FCM.