  Customer Relationship Management 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. The
objective of 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. 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. In order to identify the hidden pattern of the customer's needs, the
Artificial Neural Networks technique has been applied to classify the colors
and design based upon a list of selected information. Moreover, the expert
system has the capability to make decisions in ranking the scores of the colors
and design presented in the selection. In addition, the expert system has been
validated with a different customer types.
