Research On Fuzzy Data Mining And Customer Lifetime Value And Customer Satisfaction In CRM

Customer Relationship Management (CRM) is quite necessary in internet era to help enterprises heighten competitive capability and fulfill enterprises value. Data Mining (DM), which is the key of CRM, makes it possible for enterprises to obtain the detailed information of customer. This thesis aims at constructing a brand-new solution for enterprises to build up a new related entity to integrate customer service, competition, sales and support, which further brings enterprises sustainable advantages in competition.The thesis first summarizes the studies done so far in the field of CRM and DM domestically and internationally respectively. The basic theories in the field of CRM and DM are introduced systematically. Further analysis is structured as follows. Regarding the customer classification via fuzzy data mining, we improve the effects of application and analyze customers features systematically by selecting fuzzy sets,constructing fuzzy similar matrix and cluster analysis. As for the customer lifetime value and customer satisfaction, we improve the effects of application by building up the decision support system for customer behavior analysis and the model of index system of testing customer satisfaction, upon which we have selected valuable customers. With the development and construction of CRM system, based on the theory of engineering project management, we improve the effects of application through the method combining the program evaluation and review technique and fuzzy mathematics, which leads to the system development with more efficiency, better quality and lower expense and simultaneously minimums the risks related to system development. Finally, we propose the implementations according to the keys of CRM application system, and prove its application value.The contribution of this thesis has precious theoretical value and extensive application. By combining successful experiences of CRM and DM's application domestically and internationally with development status of China, we put forward the key strategy for enterprises to adopt and apply the CRM.