Title: Design of a generic customer relationship strategy management system

Authors: K.C.M. Kwok, K.L. Choy, H.C.W. Lau, S.K. Kwok

Addresses: Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

Abstract: Enterprises have been striving by measuring how resources are utilised when achieving the highest customer satisfaction in order to determine the effectiveness of their customer relationship strategies. One of the ways to do this is to make use of the operational data to assist in the formulation of a customer relationship strategy. The domain of this paper is the mechanism in customised segmentation engine, with support of an OLAP-neural engine, to provide decision support for management in establishing a customised customer relationship strategy. Through applying in a manufacturer, the overall company performance has improved while customer satisfaction has increased significantly.

Keywords: customer relationship strategy; customer segmentation; customer satisfaction; online analytical processing; OLAP; artificial neural networks; ANNs; customer relationship management; CRM; strategy management; decision support.

DOI: 10.1504/IJECRM.2007.016016

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.2, pp.109 - 131

Published online: 02 Dec 2007 *

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