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the same channel used by the customer for express-
ing her opinions. For instance, if opinions was found
over a public forum, the enterprise participates in the
forum itself as any other user.
The knowledge of the web sites dealing with en-
terprise products and services, can be also exploited
for improving the effectiveness of communications
towards the market. As a matter of fact, the message
is addressed to interested people.
Furthermore, we introduce a feedback line from
CCs and CCM, that allows managers to dynamically
adjust the weights of the CCM, improving the effec-
tiveness of the mapping and the routing (dotted line in
Fig. 1).
3 CONCLUSIONS
In this work we propose the CeC model, a customer-
centred enterprise information system model, aimed
to exploit customer opinions for enriching the enter-
prise internal knowledge.
The main characteristics of this model is that the
enterprise just limits itself to observe the web and,
in particular, communities of customers discussing
about enterprise products or services. Our model ex-
ploits the inherent nature of the growing so-called
web 2.0 tools, where users spontaneously join and
spend time in sharing their reviews. The CeC model is
aimed to find, collect and analyse opinions, to react to
stimuli and to send feedback to customers. So, while
the enterprise plays a passive role in the discussions,
it becomes participative when it send return messages
to market, either by making changes to products (in-
direct messaging) or by direct answering customers
by using the same web 2.0 tool.
The core of CeC is formed by the Sensing and
the Mapping phases, where customer opinions are se-
lected and analysed by tools derived from NLP and
Text Mining areas. In these phases, after an appro-
priate pre-processing, unstructured opinions are clas-
sified as complaint classes, and then routed to centers
most competent to respond to the complaint.
The CeC model is part of a more wide projet,
that, at this moment, is at an embryonic state. We
implemented only some crawler agents and designed
the opinions warehouse for collect customer opinions
about photo cameras and holiday villages domains. In
next works we want to follow two main directions. In
the former, we will use the collected warehouse for
mapping phase, studying Text Mining algorithms and
techniques most suitable for the specific problem. To
this end, it will be needed to also design the business
ontology.
In the latter direction, we will investigate tech-
niques for design intelligent crawlers that are able
to distinguish both useless from informative sources,
and negative from positive customers reviews.
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