The Application And Research Of CRM System On Agricultural Bank Of China

With the opening of banking area in our country, the national banks are facing the more and more vehement competition. Compared with the foreign banks, the biggest gap is the customer service. In the aspect of customer relationship management, on the one hand, in foreign banks it has been developed for more than twenty years and the banks accumulate rich experience. On the other hand, our national banks have just changed from planned economy to real market. It has been a long time for them to implement the indistinctive service strategy to all customers. The profitable customers are not identified and treated with one to one service.A mass of customer information has been stored in the bank's database. if without a set of effective data mining systems and customer relationship management (CRM) systems to analyze and manage the information, various information of the bank cannot be integrated. Thus, it is very difficult for financial department to unify and make use of the customer information. Also the system cannot provide much help for the leader about decision making. Establish and develop CRM is the right approach to solve the above problem. It can improve the core competitive competence of the national banks. To implement the CRM system successfully lies on the successful integration of multi-data source information. Establish CRM system based on data warehouse is the key point of competitive competence improvement and the inevitable trend of the bank's development.Through the dissertation of the CRM system and data warehouse platform, with the example about the writer at the Agriculture Bank of China, the writer research her works on customer relationship management and the development of data warehouse platform. Based on foreign project and the experience of the writer bank cancer ,the writer construed the various stages in the development of this bank's CRM system. In the aspect of efficiency and decision making improvement, the writer summarized on efficient banking CRM system development and shared for national banks reference.