Design of a generic customer relationship strategy management system

K. C.M. Kwok; King Lun Tommy Choy; H. C.W. Lau; S. K. Kwok

doi:10.1504/IJECRM.2007.016016

Design of a generic customer relationship strategy management system

K. C.M. Kwok, King Lun Tommy Choy, H. C.W. Lau, S. K. Kwok

Research output: Journal article publication › Journal article › Academic research › peer-review

7 Citations (Scopus)

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.

Original language	English
Pages (from-to)	109-131
Number of pages	23
Journal	International Journal of Electronic Customer Relationship Management
Volume	1
Issue number	2
DOIs	https://doi.org/10.1504/IJECRM.2007.016016
Publication status	Published - 1 Jan 2007

Keywords

ANNs
artificial neural networks
customer relationship strategy
customer satisfaction
customer segmentation
OLAP
online analytical processing

ASJC Scopus subject areas

General Business,Management and Accounting

More information

10.1504/IJECRM.2007.016016

Cite this

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AB - 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.

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KW - customer segmentation

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KW - online analytical processing

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Design of a generic customer relationship strategy management system

Abstract

Keywords

ASJC Scopus subject areas

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