The Research Of Intelligent Customer Relationship Management Based On Knowledge Management

As the business mode transformed from "centered on products" to "centered on customer", a brand new management idea-Customer Relationship Management(CRM) came out. The idea takes customer satisfaction and loyalty as its goal. The fundamental essence of intelligent CRM is to introduce Knowledge Management (KM) and Data Mining (DM) to CRM, and to achieve the identification of potential valuable customers by dealing with the enterprise accumulated customer knowledge, then to find and guide the needs of customers to keep the original customers and to develop new ones. Finally, the improvement of enterprise competitiveness will be achieved.Through the analysis of CRM and KM, this paper outlined the framework of intelligent CRM, details as following:1. Discussion of the correlation between CRM and KM, and category of knowledge by its appearing forms.2. This paper defines and evaluates the customer according to their contribution to the enterprise, and divides the customer group to four categories. And we divide the development of customer relationship to four stages according to the communication between customers and the corporation and the contribution to the corporation profits: observing period, developing period, stable period, and recessing period. And we analyzed the profit of customer life cycle.3. This paper focuses on the research of Intelligent CRM based on KM, meanwhile systematically tells and analysis the risk and key points during the rollout of the whole system.