Crm Customer Value Based On The Data Warehouse For Analysis

In the fierce competing business environment, increasing competitors, business diversification and globalization has been dramatically enhancing the competition among businesses. Only effective inter-communication from various channels can enterprises gain information, acquaint with customers, raise customer value to get profits, and whereafter gain a footing in the severe competition environment. Especially along with new economy era, customers are significant element for business success and gaining profits. Those who catch the customers can hold the market, which makes the business strategy change to "customer-centered" from "product-centered". How to carry out "customer-centered" managing strategy? CRM (Customer Relationship Management) customer value analysis provides a solution to solve this problem. The core of CRM customer value analysis is: customer value maximization, which is also the ultimate goal of this analysis. Enterprises create and provide favorable value for customers, and then customers bring profits and developing potential to enterprises in return. While, how to realize customer value maximization? It needs to analyze customer value, find out the most valuable customers, implement particular but efficient promoting activities, provide more individual service, manage to hold these customers, to gain the largest margins through the lest investment.However, traditional CRM information system produces amounts of customer characteristic information and customer behavior information which is limited to surface recording and lack of deep analysis, so it is becoming difficult to manage customers along with the expansion of enterprise scale and the increasing of basic data. Therefore, using data warehouse technology to establish CRM customer value analysis is of great significance.According to Analytical CRM customer value theory, this article in light of the data warehouse building process and methods,puts forward CRM customer value Analytical framework according to data warehouse and finally realizes this framework's fundamental functions.It radically solves the difficult problem that how to deal with the mass data, and base on this framework's design a verification system to examine its feasibility. It also establishes CRM customer value data warehouse to calculate customer value,subdivides customers based on customer value,provides customer preserving strategy on the basis of customer types,use the multi-dimensional analysis to identify the characteristics of different types customers on the impact of customer value for enterprise and then provide material suggestion and direction for decision-making layers. It make business strategy more intelligentialized.In all, establishing CRM data warehouse model can identify different-typed, valuable and important customers. Through distinct strategy, businesses can provide more individual, deeper service, hold the important and valuable customers, and then gain business success for enterprises.