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A core reference ontology for the customer relationship domain

机译：客户关系域的核心参考本体

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Customer Relationship Management (CRM) has emerged as an important strategy that companies should implement in order to build profitable and stable relationships with their customer. The domain of CRM has peculiar characteristics: a CRM strategy is largely independent from the specific market sector, it requires multiple units cooperation, it implies the management of a huge amount of knowledge, it is fruitfully supported by software solutions, and finally it implies the integration of human and machine activities. These characteristics suggest that both companies aiming at implementing an efficient CRM strategy, and software houses offering ICT solutions supporting CRM would take great advantage from a common semantic model of CRM. The main contribution of this paper is thus the proposal of O-CREAM-v2, a core reference ontology for the CRM domain, specifically targeted to Small and Medium Sized Enterprises (SME). The design of O-CREAM-v2 has been based on requirements mainly elicited from a domain analysis, which considered the way the involved actors talk about CRM within their business, by analyzing documents and interviews with representatives of SME and ICT companies. Moreover, in order to guarantee accuracy in the definition of the basic concepts and to support interoperability within/between companies, O-CREAM-v2 has been developed within the framework provided by the well-known DOLCE foundational ontology, together with three DOLCE extensions, i.e. the ontology of Descriptions and Situations, the Ontology of Information Objects and the Ontology of Plans. O-CREAM-v2 is composed by two layers: an upper core, which models more general concepts and relations, and can be useful also in business domains other than CRM, and a lower core, representing concepts and relations specific to the CRM domain. The content requirements defined by the domain analysis pointed out that an ontology for the CRM domain has to account for both particulars (such as activities, offers, sales, etc.) and information about them (customer records, reports about sales, etc.). Moreover, since CRM is typically supported by software tools, O-CREAM-v2 includes the formal characterization of software applications. Thus, O-CREAM-v2 is structured into five modules: Relationships, Knowledge, Activities (all three spanning both the upper and the lower core), Software and Miscellaneous (both limited to the upper core). The five O-CREAM modules are described in details in the paper. The discussion is concluded by mentioning two possible exploitation perspectives for O-CREAM-v2, which could be the basis for building: (a) Web-based repositories supporting the mediation between supply and demand of CRM-related tools; (b) tools supporting users in building the formal representations of resources in ontology-based IR systems and in the semantic search engines application field.
机译：客户关系管理（CRM）已经成为公司应实施的重要战略，以便与客户建立有利可图的稳定关系。 CRM的领域具有独特的特征：CRM策略在很大程度上独立于特定的市场部门，需要多个部门的合作，这意味着管理大量知识，得到软件解决方案的有力支持，最后意味着整合人机活动。这些特征表明，两家公司都旨在实施有效的CRM战略，而提供支持CRM的ICT解决方案的软件公司将从CRM的通用语义模型中获得巨大优势。因此，本文的主要贡献是O-CREAM-v2的建议，它是CRM领域的核心参考本体，专门针对中小企业（SME）。 O-CREAM-v2的设计主要基于领域分析得出的要求，该领域分析通过分析文件和与SME和ICT公司代表的访谈来考虑相关参与者在其业务中谈论CRM的方式。此外，为了保证基本概念定义的准确性并支持公司内部/公司之间的互操作性，在著名DOLCE基础本体提供的框架内以及三个DOLCE扩展中开发了O-CREAM-v2，即描述和情况的本体，信息对象的本体和计划的本体。 O-CREAM-v2由两层组成：上层核心（用于建模更通用的概念和关系），并且在CRM以外的业务领域中也可以使用；下层核心（用于表示特定于CRM领域的概念和关系）。领域分析定义的内容要求指出，CRM领域的本体必须考虑细节（例如活动，报价，销售等）和关于它们的信息（客户记录，销售报告等）。 。此外，由于CRM通常由软件工具支持，因此O-CREAM-v2包含软件应用程序的形式化特征。因此，O-CREAM-v2分为五个模块：关系，知识，活动（所有三个都跨越上层和下层核心），软件和其他（都限于上层核心）。本文详细介绍了五个O-CREAM模块。在讨论结束时，提到了O-CREAM-v2的两种可能的开发视角，它们可能是构建的基础：（a）基于Web的存储库，支持CRM相关工具的供求之间的中介； （b）支持用户在基于本体的IR系统和语义搜索引擎应用领域中构建资源的形式表示形式的工具。

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