Research And Design Of Comprehensive CRM System Based On Data Mining

As the concept of customer relationship management(CRM)has taken root and sprouted in China,the traditional "product centric" concept of enterprises has gradually been "replaced by the "customer centric" concept,and customer resources have become a valuable asset for enterprises.Therefore,developing a comprehensive customer relationship management system that can comprehensively manage enterprise customers and provide assistance for enterprise decision-making using data mining technology has become a new driving force for enterprises.In the theory of customer relationship management,enterprises need to classify and manage customer resources to avoid problems such as investing too much cost on low value customers,while high value customers do not receive satisfactory services.Therefore,classifying customers is a function that CRM systems need to develop.At the same time,customer churn is also a major direction that CRM systems need to study,although customer churn is inevitable,However,taking certain maintenance measures for customers with a tendency to churn will prolong the customer’s life cycle and promote enterprise development.On the one hand,a comprehensive CRM system realizes the automation of customer information,enterprise business management,and business processes.On the other hand,it can conduct data analysis based on a large amount of data,and apply data mining technology to obtain valuable information,which can serve as a reference for enterprise decision-making.The development of a comprehensive CRM system requires the support of data mining technology.In recent years,data mining technology has been widely applied and developed in education,medicine,transportation and other fields,and has become a research hotspot of scholars.Data mining technology can excavate valuable information hidden behind a large amount of data,and is a powerful tool for developing comprehensive CRM systems.Firstly,this paper first introduces the connotation and types of CRM,elaborates the practical significance of comprehensive CRM,and studies the application of data mining technology in CRM;Then,analyze the requirements of the CRM system,and divide the system functions into three modules:system management,customer management,and sales management;Then,this article presents the CRM system in detail from three aspects:system architecture,database design,and functional design,with emphasis on designing the functions of the CRM system;Finally,data mining technology is applied to the CRM system to achieve customer churn prediction and customer classification functions.Starting with the causes of customer churn,a prediction index system for customer churn is constructed,and a prediction model is established using the decision tree method;Starting from the perspective of customer value,a three-level customer value indicator system is constructed,and customers are divided into five categories using clustering methods.A model is established using decision tree methods to achieve intelligent recognition of customer categories.After testing,the prediction results of the above models are good.The comprehensive CRM system designed in this article is a beneficial attempt based on customer relationship management theory,system development,and data mining technology,which is of great significance for enterprises to conduct customer classification management and take timely maintenance measures for customers who are prone to churn.