Kelon Call-center & Crm System Applied Research

Call Center, as center of customer services, is a multifunctional integrated information service system based on CTI and telecommunication network and computer network, supplying comprehensive customer services with high quality and high efficiency.Customer Relationship Management (CRM) aims at enhancing automation of operations, improving relationship of customers, increasing customer's satisfaction and royalty and servicing for development of enterprise.The thesis is studying on establishing total customer relationship management system in Kelon Group, because the current information systems in Kelon, including MRPII, CIMS and OA, are separated in marketing, sale and service, and don't meet the need of rapid development of the market of Kelon's electronic product.The main contents of research are described as follow:(1) Analyze and integrate the work flow in Kelon with investigation and sampling;(2) Based on the marketing system and current requirement of Kelon, analyze and research the technology architecture, functionality model and physical framework of Call Center & CRM system in Kelon.(3) For the product failures of the refrigeratory, research the algorithm of product policy decision tree and clustering analysis, resulting in a satisfactory failure information report for manufacture departments.(4) Build a "pyramid" customer model and propose a new formula of customer satisfaction with making classification of history customers and refinement of customer according to the customer's characteristics. With different processing for different customers, customer satisfaction is increased perfectly and redevelopment business chance is obtained successfully.For the above investigation and analysis, the thesis offers a system to realize the "customer is center" and providing well services in anytime and anywhere in Kelon, it also provides an important reference material for controlling product process and improving product quality in Kelon.