Business Intelligence Research For Customer Relationship Management

With the severity of the market competition and the continuous boom of new technology, corporations have a more and more strong feeling that the customer is one of the most important resources to win. How to meet customer's request in the largest degree is very important to corporation. So, the CRM comes.However, the most prevalent customer relation management of today is operational CRM, used for the deal with the transaction concerned with customer, but it not means you really comprehend the customer's requirement. The real understand of the customer's requirement comes from the effective analyze of the customer's behavior. The research of this paper is based on this point.According to the present research condition of CRM system, the writer thinks it is very necessary to combine data warehouse and data mining into CRM system to form an intelligent system, which can provide strong decision support ability for the management of customer relationship. By this means, CRM system can not only manage every side of contact of corporation and customer, but also provide strong decision support ability. So, we can really reach our aim: provide the right person the right service at right time through right way. According to this, the paper include below contents:In the first chapter, the emphases - CRM of this paper and the key technology-data warehouse and data mining are introduced. And the essentiality of them is discussed. At last, the significance of the research, the major research content and outline of this paper are dissertated briefly.The second chapter works over the customer relationship management in detail. Firstly, the CRM system in the whole is described. Secondly, the key problem for corporation to implement CRM system and the step of realization are discussed. Thirdly, some commonly model and composing of the CRM software system are given, and the application of Analytical CRM is mainly discussed.The third chapter studies the construction of data warehouse in the CRM system amply. Firstly, the shortage of using the existing database in decision analysis, the character of data warehouse, the significance of combine data warehouse and CRM system etc are introduced. And then, the chapter presents the method and commonly approach of designing data warehouse, and discuss the construction of data warehouse using in CRM system and the CRM architecture based on data warehouse.The fourth chapter investigate the data analyze of the CRM. Firstly, this section depicts the technology of OLAP (On-Line Analytical Processing) briefly. Then, Data mining technology is introduced, and some common methods of data mining are given. The measurement of the interest degree for the resultof data mining is discussed. At last, some actual application of using each data analyzing method in Analytical CRM are presented.According to before three chapters of treatises, the fifth chapter introduces the Analytical CRM system based on data warehouse developed by the writer. Not only the architecture of this system, but also its developing tools and key technologies are presented. Then, a system instance is presented and application of this system are describedIn the sixth chapter, the total research works of this dissertation are summarized, and further researches are prospected.