A strategic customer relationship management system - An hybrid olap-neural approach

Customer demands continue to change rapidly in today's competitive business environment. Therefore, effective supply chain management has become a potentially valuable way of securing competitive advantage and improving organizational performance. Customer relationship management (CRM) is one of the critical elements among the supply chain to response quickly of customer demands. Thus, modern enterprises tend to move from traditional CRM to an approach integrating with other enterprise operational systems, which enable enterprises to improve business intelligence, make better decision and enhance customer relation. In this paper, a strategic customer relationship management system (SCRMS) is designed to collect, integrate and diagnose various customer-related data from different operation systems in departments within an enterprise, aiming at establishing a cost-effective strategic CRM solution in achieving total customer satisfaction effectively. Through applying SCRMS in Ka Shui Manufactory Company Limited, the overall operation cost is reduced while work efficiency is greatly enhanced. As a result, customer relationship is improved significantly.