Study On The Theory And Application Of Intelligent Customer Relationship Management

Customer Relationship Management is not a new term for us. Its key idea is to " regard the customer as the centre ". However, as far as the present application is concerned, most of the CRM systems have not really realized regarding the customer as the center, but only stayed on the level of "regarding the customer's activity as the centre". So I think it necessary for us to do a further study on this basis.Combining the theory of Knowledge Management and the technology of Business Intelligence to the Customer Relationship Management contributes to the further promotion and development of this idea. When combining the KM theory, it has not only regarded the customer's activity as the center, but also realized regarding the customer's knowledge as the center and produced the theory of Customer Intelligence. After combining the Business Intelligence, the CRM system has processed the ability of producing the customer's knowledge. The article calls this kind of integrated CRM system the Intelligence CRM system. The Intelligent CRM system inherits the idea of "regarding the customer's activity as the center" and realizes basing on the customer's data, regarding the customer's knowledge as the driving force, taking the customer's demand as the direction, which has further expanded the CRM's key idea.The new ideas of this article reflect in theory, technology and application: In theory, The author proposes the concept of Customer Knowledge Management combining with the theory of Knowledge Management, and puts forward the theory of Intelligent CRM combining with the theory of Business Intelligence, defining and explaining the I-CRM system in detail. Through comparing with the current CRM system, the author analyses the framework and the main characteristic of the I-CRM system, further more puts forward the implementation steps of it. In technology, the author comments on some relative tools in general use. In application, the author analyses the suitable fields for the system to be implemented in and describing the topics that the system can analyze, especially in the last practical case, the author applies the solution of Intelligent CRM system to the information construction of the government department, which is one of the new ideas in this article.