Research And Design Of Customer Relationship Management System Based On RFM Model

With the speedy progress of modern technology and the steady improvement of social productivity,the variety of products on the market is becoming greater and greater.Companies are discovering that the only way to gain market share and increase profits is to satisfy customer needs and improve customer satisfaction.In order to enhance their ability to compete in the marketplace,the way companies operate is evolving to become more customer-centric,and their company business philosophy is placing greater emphasis on satisfaction of customer demands and maintaining and improving customer relationships.This has led to the development of customer relationship management systems.The dissertation designs and develops a customer relationship management system based on the RFM model to collect,analyse and manage information about a company’s customers,and the main work is as follows:First,the RFM model and K-means visualization algorithm are applied to the customer classification function of CRM.The RFM model is improved to overcome the shortcomings of the traditional RFM model,and an improved RFM model is proposed to measure customer value based on three dimensions:the time of the customer’s last purchase,the customer’s purchase cycle,and the average single purchase amount.The K-means algorithm was used to optimize the original clustering method,and the K-means algorithm was used to cluster the three dimensions of the improved RFM model to achieve customer segmentation.a requirements analysis is performed according to the actual business situation of the enterprise,and the system is divided into four functional modules,such as customer relationship,business management,data analysis and system management,and non-functional requirements,such as practicality,security and operability,are proposed according to the enterprise requirements.After completing the requirements analysis,the functional modules of the CRM system are designed and implemented based on the Vue.js framework and Spring Boot framework,and the database structure is finalized.Finally,a functionality and performance test of the system was performed to ensure that the system meets the requirements of the practical application.The customer relationship management system developed and implemented in this dissertation meets the business needs of the company while using the RFM model combined with the K-means algorithm to achieve customer value segmentation so that the company implement marketing strategies,and improve company performance.