Academy & Industry Research Collaboration Center
Customer Relationship Management (CRM) becomes a leading business strategy in highly competitive business environment. It aims to enhance the performance of the businesses by improving the customer satisfaction and loyalty. This paper is to improve customer satisfaction on product's colors and design with the help of the expert system developed by using Artificial Neural Networks (ANN). The expert system's role is to capture the knowledge of the experts and the data from the customer requirements, and then, process the collected data and form the appropriate rules for choosing product's colors and design.