Analysis Of Customer Relationship Management Methods And Models

Customer relationship management(CRM) is a focus of management research today. Much advanced work is done abroad, and some of its implementation are carried out also. However, the corresponding research work on CRM in China is delayed to the special development of China's economy. Although many scholars had explored some questions such as: what is CRM, what can CRM do for the enterprise, what is the function and procedure of CRM, and obtained certain success. Also they have come to realize the importance of analytical CRM. But the study of constructing models of analytical CRM is seldom. This paper has done a simple description to the production and development, the definitions and essence, the classification of CRM at first, and has pointed out the urgency and importance that CRM of our country studies. Have then introduced analytical CRM in CRM emphatically, and has stressed the importance of data mining in analytical CRM. In the article later, the theory and method such as: the rough set theory, predicted method, AHP, MUSA (Multicriteria Satisfaction Analysis), cluster analytical method, which will be used in analytical CRM modeling are explained. Based on telecommunication trade and gone on the model and method of analytical CRM with the above theory. This paper proposed combining predicting model on the basis of rough set, using MUSA method to carry on the analysis of customer satisfaction, using the AHP approach to carry on the analysis of customer credit degree, using rough set and fuzzy cluster's analytical method to carry on cluster's analysis to the customer. Finally, combining the author's application practice linked with Talkweb Information System Corporation's TW-TCRM system, the instance analysis to above-mentioned models and methods is given.