Although being widely applied in many enterprises,
CRM system is generally oriented as an operational
system, with the main concern for call center, marketing
and after service, while less consideration to customer
knowledge gaining and application in marketing. The
function of CRM system, particularly in terms of
customer knowledge gaining and analysis, has not been
fully recognized and utilized. Under analysis of the
meaning of customer knowledge and the current situation
of analytical CRM, this paper proposed a model for
analytical CRM, and illustrated its application in customer
grouping and corresponding strategy.