Improving Customer Satisfaction by the Expert System Using Artificial Neural Networks

CRM, which aims to enhance the effectiveness and performance of the businesses by improving the customer satisfaction and loyalty, has now become a leading business strategy in highly competitive business environment. The objective of this research is to improve customer satisfaction on product's colors with the aid of the expert system developed by the authors by using artificial neural networks. 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. In order to identify the hidden pattern of the customer's needs, the artificial neural networks technique has been applied to classify the colors based upon a list of selected information. Moreover, the expert system has the capability to make decisions in ranking the scores of the colors presented in the selection. In addition, the expert system has been validated with a variety of customer types.