Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A strategic customer relationship management system: a hybrid OLAP-neural approach

A strategic customer relationship management system: a hybrid OLAP-neural approach Competitiveness is a key word for business success. Manufacturers face the challenge of offering customers high quality products and shorter delivery times while remaining cost-effective. In order to stay ahead of competitors, many enterprises are implementing strategic CRM programs in order to respond quickly to customer demands. Thus, modern enterprises are tending to move from a traditional CRM to an approach integrating other enterprise operational systems. This enables enterprises to improve business intelligence, make better decisions and enhance customer relations. In this paper, the design of a Strategic Customer Relationship Management System (SCRMS) is described which collects, integrates and diagnoses various customer-related data from different operation systems in departments within an enterprise. The proposed system aims to establish a cost-effective strategic CRM solution for achieving total customer satisfaction. It integrates the data warehouse concept with two emerging technologies, Online Analytical Processing (OLAP) and Artificial Neural Networks (ANNs), to support in the customer relation strategy. The system was applied in Ka Shui Manufactory Company Limited to support their customer relationship planning. The result shows that significant improvements were made in customer service efficiency and cost reduction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Enterprise Network Management Inderscience Publishers

A strategic customer relationship management system: a hybrid OLAP-neural approach

Download PDF
22 pages

Loading next page...
 
/lp/inderscience-publishers/a-strategic-customer-relationship-management-system-a-hybrid-olap-9mTBxuWW8q

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1748-1252
eISSN
1748-1260
Publisher site
See Article on Publisher Site

Abstract

Competitiveness is a key word for business success. Manufacturers face the challenge of offering customers high quality products and shorter delivery times while remaining cost-effective. In order to stay ahead of competitors, many enterprises are implementing strategic CRM programs in order to respond quickly to customer demands. Thus, modern enterprises are tending to move from a traditional CRM to an approach integrating other enterprise operational systems. This enables enterprises to improve business intelligence, make better decisions and enhance customer relations. In this paper, the design of a Strategic Customer Relationship Management System (SCRMS) is described which collects, integrates and diagnoses various customer-related data from different operation systems in departments within an enterprise. The proposed system aims to establish a cost-effective strategic CRM solution for achieving total customer satisfaction. It integrates the data warehouse concept with two emerging technologies, Online Analytical Processing (OLAP) and Artificial Neural Networks (ANNs), to support in the customer relation strategy. The system was applied in Ka Shui Manufactory Company Limited to support their customer relationship planning. The result shows that significant improvements were made in customer service efficiency and cost reduction.

Journal

International Journal of Enterprise Network Management – Inderscience Publishers

Published: Jan 1, 2007

There are no references for this article.