In the customer relationship management process, after data has been stored, computer programs can analyze the data to search for meaningful trends that the company can use to build customer relationships. This analysis process is called
Based on the information provided within the question it can be said that this analysis process is called data mining. Like mentioned in the question this refers to the analysis process of analyzing large sets of data in order to discover patterns in them. These patterns are usually identified by artificial intelligence algorithms and in the case of customer relationship management are used to build customer relationships.
