| Author: | Cheng, Wui Yau Stephen |
| Title: | Development of an integrated data analytic tool for the establishment of an enhanced customer relationship management model |
| Advisors: | Choy, K. L. (ISE) |
| Degree: | Eng.D. |
| Year: | 2017 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Customer relations -- Management Customer relations -- Information technology |
| Department: | Faculty of Engineering |
| Pages: | xiii, 136 pages : color illustrations |
| Language: | English |
| Abstract: | Due to fierce market competition, an effective customer relationship management approach is necessary in order to gain competitive advantage. In general, customers can be divided into different categories based on their purchasing behaviour, historical ordering pattern and frequency of purchase. Customized sales and promotion on specific items can be offered so as to increase sales. However, due to the lack of an effective customer relationship management strategy, companies can only offer the same sales and marketing strategies to all customers. Valuable customers may be neglected which may result in the loss of customer loyalty and even the loss of sales orders. In this research, an intelligent cloud-based customer relationship management system (ICCRMS), is designed to facilitate potential business development by adopting integrated data analytic tools. The proposed system consists of four modules: a cloud-based information services module (CISM), a customer behaviour analysis module (CBAM), a sales strategy formulation module (SSFM) and a mobile CRM app implementation module (MAIM). The CISM collects and manages sales and order data on the Internet. CBAM analyses customer behaviour and divides customers into categories according to three types of attributes, i.e. recency, frequency and monetary values. SSFM consists of two models which are the product selection model (PSM) and the flexible pricing strategy model (FPSM). PSM prioritizes and selects products for promotion sales, while FPSM provides a suggested discount rate to attract customers based on different customer categories and characteristics. MAIM provides the design of the user interface and app features for enhancing customer relationships. By using the hybrid artificial intelligence and business intelligence tools, the market trends and sales strategies can be predicted and identified. In order to validate the proposed data analytic tool, the ICCRMS was applied in an advanced manufacturing technology and solution provider in Hong Kong. The contribution of this research is the establishment of an innovative data retrieval technique to facilitate potential business development. It provides a clear road map to explore potential business opportunities in the trading industry. By providing a cost-effective customer relationship management solution, the relationship between both potential and existing customers can be managed, providing a useful information for strategy development. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 991021988856403411.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 3.32 MB | Adobe PDF | View/Open |
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