This paper presents a solution to design an CRM platform with its CRM (Customer Relationship Management) component based on Data Mining. It absorbs domestic and foreign successful experience. Thus it is benefit of both of my company and customers. Meanwhile ,it realizes customer value and company profits’ goal.
Customer Relationship Management (CRM) system is an important tool for enterprises to understand customers and seize the market, and data minim can reveal the unknown knowledge and hidden rules from the large amount of customer data, thus applying data mining method into CRM system will bring more valuable data to enterprises. To solve this problem, taking a medium- sized enterprise in the company of Ning Bo a te la si as the actual background, a Customer Relationship Management system called CRM is developed combining data mining method. Meanwhile, the following work is done:
1)The structure, component of CRM system, the application of data mining and data warehouse technology in CRM system are researched.
2) The customer churn analysis method and customer loyalty are realized respectively based on ID3 decision making tree algorithm.
3) The function, structure, database and data warehouse structures of CRM system are analyzed, and the data extraction and transformation function is achieved using Microsoft Access 2003.
Based on database and data mining technology, CRM is a kind of system-system CRM system between the operational CRM and analytical CRM system, which not only contains the basic functions of operational CRM but also supports customer value analysis, customer churn analysis and loyalty analysis.
