Abstract
In CRM (Customer Relationship Management or Continuous Relationship Marketing), it is necessary to describe the customers' character and persona concretely, to improve the communications from the companies to the customers aptly, and to maximize the revenue or profit efficiently. The transaction history is the most important dataset for the CRM, however it is basically appropriate for the quantitative analysis. The qualitative information that describes the customers' character and persona is insufficient in the database. The customer research is an important technique to supplement qualitative information that cannot be read from the transaction history. To combine the qualitative information with quantitative information, we can describe the customers' character and persona more concretely. Furthermore the combined analysis is useful for the segmentation of the customers, and the hypothesis to approach the customers,. This essay tries to focus on the customer research, to explain the process of the customer research in the CRM, and to apply the P2M framework to the CRM, especially in the Value Management.
