KR20150056989A

KR20150056989A - CRM apparatus and CRM system for supporting user's design of marketing strategy and method thereof

Info

Publication number: KR20150056989A
Application number: KR1020130139726A
Authority: KR
Inventors: 이상범
Original assignee: 주식회사 케이티
Priority date: 2013-11-18
Filing date: 2013-11-18
Publication date: 2015-05-28

Abstract

The present invention relates to a customer relationship management (CRM) apparatus, a CRM system, and a CRM method, wherein a manager designs a marketing policy. The CRM apparatus according to the present invention comprises: a CRM data collection unit to collect personal information and log information as CRM information; a policy function application unit to apply a function for a marketing policy to the collected CRM information to determine a table processing logic; a policy condition application unit to determine the items and conditions for field processing of the determined table processing logic; and a marketing policy processing unit to perform the table processing logic of the marketing policy containing table information and field information to extract matching target data from the CRM information. According to the present invention, a manager designs marketing policies utilizing information on a CRM DB and receives data extracted according to the marketing policies.

Description

Technical Field [0001] The present invention relates to a customer relationship management apparatus, a customer relationship management system, and a customer relationship management method for supporting a user design of a marketing policy,

The present invention relates to a customer relationship management technology, and relates to a customer relationship management apparatus, a customer relationship management system, and a customer relationship management system that provide a design of a marketing policy to which data classification and extraction conditions are dynamically applied by a user to data of customer relationship management Management method.

The company collects the log data and the personal information of the customer who responded to the service provided to the customer and stores it as CRM data. Target data is extracted when various processing logic based on marketing policy is applied to CRM data.

The marketing policy defines how to obtain the objective data from the CRM data. The processing logic corresponds to information including an object of data, classification criteria, and conditions. The target data is the final product of a customer, a product or the like to be extracted by a marketing policy, and is targeted for marketing. Obviously, the more effectively marketing policies are established, the more effective the objective data is extracted from the CRM data, which can maximize the company's profit and customer satisfaction.

Therefore, the manager tries various marketing policies against collected CRM data. The process of marketing policy involves a process of changing and applying the processing logic. This is to dynamically design a marketing policy that enables managers to apply effective processing data to CRM data while extracting effective objective data.

As prior art, the following patents disclose CRM technology. The prior art uses a fixed marketing policy. That is, the system repeatedly collects customer information, analyzes trends, selects target customers, and provides customized products / services based on already proven marketing policies. Here, the manager can not change the processing logic such as data object, classification criterion, condition by changing the marketing policy. If a marketing policy is changed, the processing logic based on the new marketing policy must be newly developed by the developer and reflected in the system. In addition, the target of the target selection can be only the customer, and it is impossible to target the product.

Open Patent Publication No. 10-2011-0062063 (published on Jun. 10, 2011)

The present invention has been made in view of the above-described prior art, and it is an object of the present invention to provide a customer relationship management apparatus, a customer relationship management apparatus, and a customer relationship management apparatus capable of designing a marketing policy for dynamically changing processing logic and conditions against CRM data, System and customer relationship management.

According to an aspect of the present invention, there is provided a customer relationship management apparatus comprising: a CRM information collecting unit for collecting personal information and log information of a customer as customer relationship management (CRM) information; A policy function application unit for applying a function of the marketing policy to the CRM information according to a design of an administrator's marketing policy to determine table processing logic; A policy condition applying unit for determining an item and a condition of a field process for the determined table processing logic; And a marketing policy processing unit for extracting target data matched with the execution of the table processing logic of the marketing policy including the table information and the field information from the CRM information so that the marketing policy, Is designed.

In the present invention, the CRM information collection unit collects the personal information from a service DB stored in a service server that provides an online service to a customer, and stores the collected information in a log server for analyzing a customer's behavior generated in the course of the online service And collects the log information from the log DB.

Here, the customer relationship management apparatus is constructed independently of the service server and the log server that are independently constructed.

Preferably, the CRM information collecting unit stores the personal information as static information in the customer CRM DB, and stores the log information in the log CRM DB as dynamic information.

Here, the customer CRM DB and the service DB of the service server are synchronized with respect to the personal information, and the log DB of the log CRM DB and the log DB of the log server are synchronized with the log information.

Further, the unique function of the marketing policy corresponds to the processing logic, and the processing logic includes table information to be processed, field information of the table information, and value information of the field information.

Here, the processing logic is created with a query statement including a corresponding table, field, and value as the marketing policy is designed by the manager.

Also, the marketing policy is generated and stored according to the design of the manager, and is loaded at the request of the manager.

According to an aspect of the present invention, a customer relationship management system includes: a service server that stores personal information of a customer and provides online services to online customers; A log server for collecting the online behavior of the customer and storing the collected information as log information; And collecting the personal information and the log information as CRM information, determining table processing logic, field processing items and conditions according to a marketing policy designed by an administrator for the stored CRM information, and executing the processing logic, And a customer relationship management server for extracting the object data from the CRM information.

According to another aspect of the present invention, there is provided a method for managing a customer relationship in an electronic device, the method comprising the steps of: (a) ) CRM information collection step for collecting information as information; (b) a policy function applying step of determining a table processing logic by applying a function of the marketing policy to the CRM information according to a design of an administrator's marketing policy; (c) applying a condition for determining an item and condition of field processing for the determined table processing logic; And (d) a marketing policy processing step of extracting target data matching the table processing logic of the marketing policy including the table information and the field information from the CRM information, wherein functions and conditions unique to the manager are defined by the manager Marketing policy is designed.

According to an aspect of the present invention, there is provided a method for designing a marketing policy according to a request of an administrator for a marketing policy capable of extracting object data from a CRM DB to an administrator, Design services of marketing policy are provided.

According to another aspect of the present invention, a marketing policy designed by an administrator can accommodate the structure of a CRM DB, and can be automatically generated and executed by a manager's design without a developer's programming.

1 is a schematic block diagram of a customer relationship management system according to an embodiment of the present invention.
FIG. 2 is an exemplary diagram illustrating a CRM server collecting CRM information according to an exemplary embodiment of the present invention. Referring to FIG.
FIG. 3 and FIG. 4 are views illustrating an example in which a CRM server extracts object data according to an administrator's marketing policy design according to an embodiment of the present invention.
5 is a schematic internal structure diagram of a CRM server according to an embodiment of the present invention.
6 is a schematic flowchart of a method of managing a customer relationship according to an embodiment of the present invention.

The foregoing and other objects, features and advantages of the present invention will become more apparent from the following detailed description of the present invention when taken in conjunction with the accompanying drawings, in which: There will be. In the following description, well-known functions or constructions are not described in detail since they would obscure the invention in unnecessary detail. Hereinafter, a preferred embodiment of the present invention will be described in detail with reference to the accompanying drawings.

1 is a schematic block diagram of a customer relationship management system 1 according to an embodiment of the present invention.

The customer relationship management system 1 according to an embodiment of the present invention includes a CRM server 2 that is built on a wired network or a wireless network and provides a design service of a marketing policy, A log server 4 for collecting online activities of customers and generating a log, and an administrator terminal 5 for designing a marketing policy against the CRM server 2 and receiving object data.

The CRM server 2 corresponds to the customer relationship management apparatus, collects personal information from the service server 3, and collects log information from the log server 4. Here, the collection of the information means that the data is synchronized. The synchronized data is stored in the CRM DB 201. When the manager terminal 5 executes the processing logic of the marketing policy against the CRM DB 201, the CRM server 2 stores the object data extracted by the processing logic And provides it to the administrator terminal 5. The object data is customer information, product information, statistical information, etc., which are targets of marketing and promotion.

Here, table information and field information of the CRM DB 201 are included in the processing logic. The processing logic may be dynamically designed in real time to meet the marketing policy intended by the administrator. Also, even if the structure of the CRM DB 201 is changed, the processing logic accepts the changed structure, and the administrator can design the marketing policy in which the processing logic is defined by selecting the table information and the field information. The marketing policy differs according to the object and condition that the manager wants to extract as the object data. The CRM server (2) is a service which enables the manager to design the unique marketing policy by receiving the screen UI instead of developing the processing logic Lt; / RTI >

The service server 3 provides online services to the connected users. There are no special restrictions on online services such as online shopping malls, portals, and communities. In the service DB 301 of the service server 3, the source information such as the personal information of the customer is stored.

The log server 4 collects online actions generated by users from the service server 3, analyzes the collected information, and stores the analyzed information in the log DB 401 as log information.

Here, it is preferable that the log server 4 is constructed in a server physically independent of the service server 3. Since the service server 3 is operated with the commercialized service against the users, it is efficient in terms of system stability to construct the log server 4 as an independent server. Of course, it is preferable that the CRM server 2 also pursues as a server independent from the service server 3 and the log server 4 for the stability of the system.

The administrator terminal 5 accesses the CRM server 2 to receive a design screen of a marketing policy and design a marketing policy. The administrator terminal 5 designates the marketing policy by selecting the information of the table and field defined in the CRM DB 201 through the design screen, and the table processing logic is generated by the design. Once the generated marketing policy is stored, the manager can retrieve the previously created marketing policy and execute it.

FIG. 2 is an exemplary diagram of CRM information collected by the CRM server 2 according to an exemplary embodiment of the present invention. Referring to FIG.

To provide a marketing or promotional policy to your customers, you need to know your customers and their behavior patterns in advance. When extracting customers for a specific policy, static information such as customer's personal information (eg, gender, age, date of birth, address, etc.) is extracted. In addition, dynamic information such as the behavior pattern information of the customer (e.g., visit information, purchase information, customers using a lot of specific menus, customers using a lot of specific contents, number of times customers are recommended, etc.) are extracted.

Here, the personal information of the service DB 301 and the log information of the log DB 401 are stored in the CRM DB 201 by synchronization, and the synchronization can be processed by real time or batch processing. It is preferable that the change of personal information is synchronized in real time or at a specific time because rarely occurs in small amount due to its nature. Also, since the log information is frequently generated in a large amount, it is preferable that the log information is synchronized in a cyclic arrangement form (e.g., one batch, main batch, monthly batch, etc.). When the customer CRM DB and the log CRM DB of the CRM DB 201 are constructed as an independent CRM server 2 by synchronization, the administrator terminal 5 can search the service server 3 And the load on the log server 4 may not be affected.

FIG. 3 and FIG. 4 are views illustrating an example in which a CRM server extracts object data according to an administrator's marketing policy design according to an embodiment of the present invention.

Referring to FIG. 3, the marketing policy has processing logic corresponding to the CRM service function. First, the function is defined by the design of the manager, and the function-specific processing logic is generated. Here, the function and logic are 1: 1 mapped. The processing logic is execution information for extracting object data from the CRM DB 201. [ Next, by the design of the manager, processing items and conditions are defined for each processing logic and included in the processing logic. The processing logic then includes the item conditions of table processing and field processing. The processing logic includes at least one table and at least one field. Here, the processing logic may be accompanied by a number of field items and conditional processing, so that the logic and conditions are mapped to 1: N.

For example, assuming that the service function of the marketing policy is " extraction of a user whose age is twenty ", the processing logic may include table information on 'extraction of the user's age range' and processing information of a field & . Here, the information required for the processing logic is the personal information of the customer CRM DB.

As another example, assuming that the service function of the marketing policy is 'extraction of users who are connected at the age of twenties, yesterday', the processing logic may include table information and conditions regarding 'user age range extraction' 20 " and " connection time is yesterday ". Here, the information required for the processing logic is the personal information of the customer CRM DB and the log information of the log CRM DB.

Referring to FIG. 4, when the service function of the marketing policy is applied, the CRM server 2 executes the function-specific processing logic for the CRM DB 201 and extracts desired object data from the CRM DB 201. The extracted objective data is used for statistics, marketing, and promotional purposes as information such as product, customer, period, and user activity.

5 is a schematic internal structure diagram of a CRM server 2 according to an embodiment of the present invention.

The CRM server 2 according to an embodiment of the present invention includes a CRM information collection unit 21 for collecting personal information and log information, a policy function application unit 22 for applying functions by design of a marketing policy, A policy condition applying unit 23 for applying a condition to the policy processing unit 24, and a marketing policy processing unit 24 for executing the table processing logic.

The CRM information collecting unit 21 collects personal information synchronized from the service DB 301 of the service server 3 and stores it as static information in the customer CRM DB. The CRM information collecting unit 21 also collects log information synchronized from the log DB 401 of the log server 4 and stores the collected log information in the log CRM DB as log information.

The policy function application unit 22 determines the table processing logic by applying the function of the marketing policy according to the design of the marketing policy of the manager. The determined processing logic may then include table information.

The policy condition application unit 23 determines items and conditions of field processing for the determined table processing logic. Then, field information of table information, value information of field information, condition information, and the like are added to the processing logic. Once the design is complete, the processing logic includes query statements containing tables, fields and values according to the functionality of the marketing policy. Once the completed marketing policy is saved, the stored marketing policy can be executed via the manager's retrieval function.

Each time the table and field information is created, changed or deleted in the CRM DB 201, the CRM server 2 accepts the changed DB structure and provides the changed function list and field list to the administrator terminal 5 have. Thus, the processing logic of the marketing policy can be designed by the administrator, eliminating the programming of the developer. In addition, the administrator can design desired marketing policy functions through UI of function list and field list without knowledge of programming or DB language.

The marketing policy processing unit 25 executes the table processing logic of the marketing policy including the table information and the field information, and extracts matching target data from the stored CRM information.

6 is a schematic flowchart of a method of managing a customer relationship according to an embodiment of the present invention.

The CRM server 2 collects personal information and log information and stores it in the CRM DB 201 (S21). Here, the CRM server 2 collects personal information synchronized from the service DB 301 of the service server 3 and stores it as static information in the customer CRM DB. In addition, the CRM server 2 collects log information synchronized from the log DB 401 of the log server 4 and stores it as log information in the log CRM DB. When the manager terminal 5 accesses the CRM server 2 and requests a design of a marketing policy, the CRM server 2 provides a design screen to the manager terminal 5. [

When the design of the marketing policy is started, the CRM server 2 provides a function list to determine table processing logic corresponding to at least one function selected by the administrator terminal 5 (S22). Then, the determined processing logic may include table information to be accessed to the CRM DB 201.

When the processing logic is determined, the CRM server 2 provides a field item and a condition item corresponding to the table information to determine at least one field item selected by the administrator terminal 5 and a corresponding condition (S23).

Then, field information of table information, value information of field information, condition information, and the like are added to the processing logic. Once the design is complete, the processing logic includes query statements containing tables, fields and values according to the functionality of the marketing policy. Once the completed marketing policy is saved, the previously stored marketing policy can be executed as it is through the manager's retrieval function.

Thereafter, the CRM server 2 receives an execution request for the processing logic of the administrator terminal 5, processes the execution of the processing logic, and provides the extracted object data to the administrator terminal 5 (S24).

In the above, the CRM server 2 may reflect the table structure and the field structure of the CRM DB 201 and provide it to the screen UI of the administrator terminal 5. Then, the processing logic of the marketing policy designed by the manager can be excluded from the programming of the developer. In addition, the administrator can design the desired marketing policy function through the UI of the function list and the field list.

While the specification contains many features, such features should not be construed as limiting the scope of the invention or the scope of the claims. In addition, the features described in the individual embodiments herein may be combined and implemented in a single embodiment. Conversely, various features described herein in a single embodiment may be implemented in various embodiments individually or in a suitable subcombination.

It is to be understood that, although the operations have been described in a particular order in the figures, it should be understood that such operations are performed in a particular order as shown, or that a series of sequential orders, or all described operations, . In some circumstances, multitasking and parallel processing may be advantageous. It should also be understood that the division of various system components in the above embodiments does not require such distinction in all embodiments. The above-described program components and systems can generally be implemented as a single software product or as a package in multiple software products.

It will be apparent to those skilled in the art that various modifications and variations can be made in the present invention without departing from the spirit or scope of the invention. The present invention is not limited to the drawings.

1: Customer relationship management system 2: CRM server
3: service server 4: log server
5: administrator terminal

Claims

A CRM information collecting unit for collecting customer's personal information and log information as CRM (Customer Relationship Management) information;
A policy function application unit for applying a function of the marketing policy to the CRM information according to a design of an administrator's marketing policy to determine table processing logic;
A policy condition applying unit for determining an item and a condition of a field process for the determined table processing logic; And
A marketing policy processor for extracting target data matching the table processing logic of the marketing policy including the table information and field information from the CRM information,
Wherein the marketing policy is defined such that a function and a condition unique to the manager are defined by the manager.

The method according to claim 1,
The CRM information collecting unit,
Collecting the personal information from the service DB stored in the service server providing the online service to the customer and collecting the log information from the log database stored in the log server analyzing the behavior of the customer generated in the process of the online service A customer relationship management device.

3. The method of claim 2,
Wherein the service server and the log server are independently constructed with respect to the service server and the log server independently constructed.

The method according to claim 1,
The CRM information collecting unit,
Stores the personal information as static information in the customer CRM DB, and stores the log information as dynamic information in the log CRM DB, respectively.

5. The method of claim 4,
Wherein the customer CRM DB and the service DB of the service server are synchronized with respect to the personal information, and the log DB of the log CRM DB and the log DB of the log server are synchronized with the log information.

The method according to claim 1,
Wherein the function inherent to the marketing policy corresponds to the processing logic, and the processing logic includes table information to be processed, field information of the table information, and value information of the field information. Device.

The method according to claim 6,
The processing logic,
And a query statement including a corresponding table, field and value as the marketing policy is designed by the manager.

8. The method of claim 7,
The marketing policy includes:
And is created and stored according to the design of the manager, and is loaded at the request of the manager.

A service server that stores customer personal information and provides online services to online customers;
A log server for collecting the online behavior of the customer and storing the collected information as log information; And
Collects the personal information and the log information as CRM information, determines table processing logic, field processing items and conditions according to a marketing policy designed by the manager for the stored CRM information, and executes the processing logic, A customer relationship management server for extracting object data from CRM information
The customer relationship management system comprising:

A customer relationship management method executed by a customer relationship management apparatus,
(a) CRM information collection step of collecting customer's personal information and log information as CRM (Customer Relationship Management) information;
(b) a policy function applying step of determining a table processing logic by applying a function of the marketing policy to the CRM information according to a design of an administrator's marketing policy;
(c) applying a condition for determining an item and condition of field processing for the determined table processing logic; And
(d) a marketing policy processing step of extracting target data matching the table processing logic of the marketing policy including the table information and the field information from the CRM information
And a marketing policy in which a function and a condition unique to the manager are defined is designed.

11. The method of claim 10,
The step (a)
The step of collecting the log information from a log database stored in a log server for collecting the personal information from a service DB stored in a service server providing an online service to the customer and analyzing a behavior of a customer generated in the course of the online service, The customer relationship management method comprising the steps of:

12. The method of claim 11,
The step (a)
And collecting the personal information and the log information from each of the service servers and the log server accessed by the customer relationship management apparatus via a wired and wireless network.

11. The method of claim 10,
The step (a)
Wherein the personal information is stored in the customer CRM DB as static information, and the log information is stored in the log CRM DB as dynamic information, respectively.

14. The method of claim 13,
The step (a)
Wherein the customer CRM DB stores the personal information in synchronization with the service DB of the service server, and the log CRM DB stores the log information in synchronization with the log DB of the log server.

11. The method of claim 10,
The step (c)
Wherein the unique function of the marketing policy corresponds to the processing logic and includes the table information of the processing object, the field information of the table information, and the value information of the field information in the processing logic. How to manage relationships.

16. The method of claim 15,
The step (c)
Wherein the processing logic is created with a query statement including a corresponding table, field and value as the marketing policy is designed by the manager.

17. The method of claim 16,
After the step (c)
Wherein the marketing policy created and stored by the administrator's design is loaded at the request of the manager.