Research On CRM System Based On Data Warehouse

In three decades of the rapid development of market economy, major companies treat customers as their first service target. Against this background, demands for customer relationship management (CRM) appear. Customer relationship management is to carry out customer-oriented operations, by adopting modern IT technology, design products required by customers, optimize relevant service standards, do a good job in retaining and attracting customers. Data warehouse technology is a basic technology platform for customer relationship management. Almost all customer relationship operations are carried out around the data warehouse. By analyzing and operating data warehouse, developing marketing strategies, exploring business opportunities, cooperating with sales department and customer service department to participate and increasing companies’ earnings.Data warehouse technology is one of the hotspots of the computer industry in recent years, and has been widely applied in financial field, telecom field, manufacturing field, insurance field, securities field and other fields, and is becoming more and more mature. Currently, in our country, the application of data warehouse technology in customer relationship management system (CRM) is not mature and needs to be improved and perfected technically. Based on the analysis and study on CRM and data warehouse technology and the CRM’s demands for data warehouse technology, the author improved the application of data warehouse technology in the customer relationship management system and displayed the improvement in the design of a telecom operator’s CRM system in the paper.The paper started from analyzing the present situation of the data warehouse technology, gave a complete definition of data warehouse, expounded the four basic characteristics of data warehouse, analyzed and studied the data warehouse’s data indexing, system structure, data management pattern, illustrated data warehouse’s design methods, procedures and data models. By analyzing and studying the concept and content of CRM, the author built CMR software system’s business and function models. According to the CRM system composition, the author researched and discussed the application scenarios of the data warehouse technology, and mainly discussed the improvement and application of data transfer, storage and management in customer relationship management system (CRM), and based on the study on CRM and data warehouse technology and a telecom operator’s CRM system’s application scenarios demands, the author built the structure, functions and part of business models of telecom operators’ customer relationship management system. Finally, by designing a telecom operator’s CRM data warehouse, the author improved the application of data warehouse.