Customer Relationship Management Using Data Mining



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Case Study


MasterCard can use data to help in expanding its customer base. One customer base that MasterCard capitalizes on is the people who possess and use a MasterCard credit card. The data warehouse can be used for business intelligence, and it can assist in managing and analyzing information concerning the customers and keeping communication with this customer base (Balamurugan & Selvalakshmi, 2021). By incorporating customer metrics, the organization can improve the service offering to this particular set of customers. Therefore, the company will make better business decisions and develop strategies for the customer base, which are driven by data. Another customer base for the organization is the financial institutions and those who use these institutions to access services. MasterCard can use financial institutions and other clients to gain information concerning targeted marketing and business planning. Such information includes the history of credit card transactions, and this can play a vital role in determining suitable marketing strategies to meet the requirements (Balamurugan & Selvalakshmi, 2021). The organization can use such information to maximize efficiency and decrease costs in business processes with this customer base. Another customer base for the MasterCard company is the different locations accepting MasterCard payment. MasterCard can capitalize on this information by focusing on improving services on this location using data from the data warehouse. Furthermore, it can improve the service offering to the customer base in these locations by understanding the customer specifics of these areas and their preferences.


MasterCard takes different steps to ensure better use of BI and reporting apparatus by its client base. It can use these tools to extract relevant insights concerning its customer base, and it can also gain knowledge concerning business trends, therefore, ensuring more informed business decisions (Ponyiam & Arch-int,2018). Using these tools, MasterCard can analyze and report on new trends and get information to develop a more strategic approach to business practices. The company can use real-time and historical data to make choices concerning its business decisions, such as reaching out to a new customer base. Most importantly, MasterCard can use BI and reporting tools for customer analysis, and this will include the customer behavior trends in the use of MasterCard and its services (Ponyiam & Arch-int, 2018). The company can gather information on the customer needs and make the proper decisions based on these observations. The major and minor clients will benefit from using analytical tools by the organization since it will be able to gather customer-specific data according to the different segments and use this information to improve business practices.


Tap and Go payments are a new technology that initiates payment by tapping a payment card or any other device at the point-of-sale terminal. A scan at the terminal of payment can gather information from a digital chip reader, and this can send data using radio waves. Examples of such applications include Visa Paywave, Samsung Pay, PayPal, and Google Pay (“Tap and Go: What It Is and Why It Matters – ID TECH Products,” 2021). Tap and Go payments are largely accepted, and they can be used in various outlets such as retail stores, grocery stores, and pharmacies, and they are gaining growing approval in many areas. Tap and go payments have replaced swipes and mobile phone payments, and they are growing increasingly popular. Most smart devices have an inbuilt NFC feature that supports the tap-and-go method of payment. This software eradicates the need for a physical wallet and helps one access different payment modes at ease using a smart device. A growing number of organizations now prefer contactless payments, which has led to the increased popularity of payment options such as tap-and-go. The use of tap-and-go has replaced passwords, and it is easier to manage, therefore giving it more popularity. This transaction is speedy and safe, and it is becoming the chosen option for many organizations and individuals who are handling transactions (“Tap and Go: What It Is and Why It Matters – ID TECH Products,” 2021). There are several limitations to the use of tap and go as a method of payment. This technology is yet to be entirely accepted, and few merchants use this technology, which creates a lot of confusion and frustrates some users. Another major disadvantage is that the application can only be used by customers who have e-payment applications, and one must have a phone with NFC capabilities. There is also a risk of malware or spyware attacks, and this means that hackers can gain access to the card, which causes security concerns.


MasterCard’s Paypass Wallet Services is a digital wallet that offers the opportunity for users to pay for goods using digital and cashless means. It has largely been embraced as a means of payment and has become popular in many outlets. However, digital wallets have some advantages and disadvantages, which play a significant role in transactions (Akana & Ke,2020). Digital wallets are advantageous because they help to reduce occurrences of fraud. This is because the data stored in the digital wallets are encrypted, and these mobile wallets use random payment codes that can only be used once. Another advantage of digital wallets is that they are time-saving because transactions are usually done quickly. Digital wallets have some disadvantages: they may charge more to process payments, and there is a percentage of money required to process the payment. Furthermore, a limited number of retailers allow for digital wallet payments, which means that there is limited access to services due to limited acceptability by retailers (Akana & Ke,2020). For MasterCard to boost online merchant transactions, it will have to increase the customer base for mobile wallet payments, therefore assuring the merchants of a large customer base. It will also be necessary to educate and train the online merchants concerning the features and services offered using digital payments. This will enable them to see the benefits of accepting digital payments.


MasterCard has different limitations which impact the actualization of smartphone payments. One challenge is the assurance of security for digital wallets, which is a major concern for most customers and vendors. Users have reservations concerning the possible interception of payment information and other data (Kusuma & Darma, 2020). Another significant challenge is the adoption of cross-platform payment solutions, and it is difficult for MasterCard to initiate a payment method that can be used across different platforms. Slow adoption is another challenge, and this is because a majority of people are accustomed to the use of traditional methods of payment such as cash (Kusuma & Darma, 2020). Yet another challenge is the adoption of technology and especially because MasterCard operates in both first world and third world countries, the latter of which has considerable difficulties in the adoption and implementation of new technologies. The most difficult of this to address is the security issues, and this is because the rapid increase in technology has led to a higher risk of cyber threat, and the hacking of customer information is a legitimate concern


Akana, T., & Ke, W. (2020). Contactless Payment Cards: Trends and Barriers to Consumer Adoption in the US. Federal Reserve Bank of Philadelphia, Consumer Finance Institute, Working paper, DP, 20-03.

Balamurugan, S., & Selvalakshmi, M. (2021). Customer Relationship Management Using Data Mining Model. Available at SSRN 3825013.

Kusuma, P. O., & Darma, G. S. (2020). Mobile Payment Transaction on MSMEs. International Research Journal of Management, IT and Social Sciences7(3), 104-109.

Ponyiam, P., & Arch-int, S. (2018, September). Customer Behavior Analysis Using Data Mining Techniques. In 2018 International Seminar on Application for Technology of Information and Communication (pp. 549-554). IEEE.

Tap and Go: What It Is and Why It Matters – ID TECH Products. (2021). Retrieved 12 May 2021, from,a%20tap%20on%20a%20screen.



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