Customer relationship management (CRM) has become one of the leading business strategies in the new economy. The effectiveness of CRM can be measured as a satisfaction level achieved by CRM activities. CRM has emerged as a major business strategy for e-business, but little research has been done in evaluating the effectiveness of CRM because of its complexity. In this paper, on the basis of building a CRM evaluation index system, we propose neural networks based integrated evaluation method for the effectiveness of CRM. It can simulate evaluation made by experts and avoid subjective mistakes. The results from the simulation are satisfied.
Meng, Qingliang; Kong, Qinghua; Han, Yuqi; and Chen, Jie, "Neural Networks Based Integrated Evaluation Method for the Effectiveness of CRM" (2004). ICEB 2004 Proceedings (Beijing, China). 33.