Application Research Of CRM Based On Business Intelligence

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, the implementation course and result of analytical CRM have not reached the expectation of the enterprise far. According to the statistical data of AMT the successful implementation of analytical CRM is less than 20% in China presently. Because lack to real understanding of customer, we unable to take full use of a large number of customer data of operational CRM, analyse customer valuable information contained in the behavior, so that the growth of enterprise profit is restricted. The research of this paper is based on this point.Recent years, the rapid development of business intelligence has offered the solid technological foundation for analytical CRM. Combine CRM system developed by oneself, the writer thinks it is necessary to combine business intelligence into CRM 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.