Research And Development Of Customer Relationship Management System Based On Web In Manufacturing Industry

It is difficult to gain predominance by market segment based on product difference increasingly since products are of homogeneity. More and more customers lay more attention to the kind, quality, and speed of service provided by manufacturer. CRM, as a management mode focused on customer, will be the passport to gain profit in customer competition. Aimed at the CRM application in manufacturing, based on the development and implementation of CRM system for a motorcycle manufacturer, this paper studies the strategy, architecture, and key techniques of manufacturing CRM, as well as the evaluation mode of customer satisfaction.The development of current CRM is discussed, and the issues of CRM application in manufacturer are analyzed. The strategy, architecture, and effect of manufacturing CRM are discussed.Based on modern product and customer demand, the customer satisfaction for product is discussed. Its general evaluation architecture, as well as its mode of investigation and analysis, is proposed. Taking example for motorcycle's customer satisfaction, first, the methods of reliability analysis and factor analysis are adopted to create the formal evaluation architecture and questionnaire in preliminary investigation. Then, AHP is introduced to set index weight and to calculate customer satisfaction. Finally, in order to synthetically analyze the customer satisfaction, the method including reward-penalty analysis, correlation analysis, and essentiality-satisfaction analysis is presented. Analysis results of this example demonstrate practicality and efficiency of this evaluation architecture, mode, and methods.Focused on key techniques of CRM based on web, a B/S architecture of four tiers is proposed, which applies JSP and JavaBeans to separate presentation logic and business logic and to manage connection pool; then, a analysis mode applying data warehouse is proposed, which can analyze data and support decision-making by data mining; also, a integration mode based on web services is proposed, which can integrate correlation application inside and outside corporation not to destroy existing base-layer architecture.Based on the conclusion mentioned above and the research fruits in correlation tasks, the networked CRM system for jailing group has been developed; its software architecture and function are presented. This system has passed the acceptance checking of the science and technology committee of Chongqing.