CRM System And Customer Value Analysis

Customer is the most important resource of enterprise. Customer Relationship Management (CRM) is becoming a focus of enterprise management. How to get the model of customer value and how to perform the analysis of customer value is the first task of CRM.In present dissertation, studies of the development of CRM, the typical function of CRM and the technical implement method of CRM will be made firstly. According to the comparison of some main CRM commercial products and the customer actuality of Shanghai Institute of Process Automation Instrumentation (SIPAI), solution of the project 'SIPAI-CRM' will be carried out. Secondly, the customer value chain of SIPAI will be ranked, the basic process and support process of CRM value chain will be explained, and the kernel problem of CRM, how to implement customer value analysis will be pointed out as the main problem of this article. And then, the dissertation will try to resolve this problem in three ways. The first one is to conduct the discount model, using some economics knowledge and the concept of customer lifetime; The second one is to get the customer value planar-time model with margin and financial theory; The third one is to build the factor-power model with the tools of Analytical Hierarchy Process (AHP) and Fuzzy Consistent Matrix. At last, with the implement of the 'SIPAI-CRM' system, five typical customers will be selected, the three models will be used to calculate and rank the value of the selected customers, and through the comparison of the results, the usage and availability of the models will be pointed out.