Data Mining And Its Usage In Bank Personal Customer Relationship Management

In 21^st century, customer resource is considered to be critical in the competition. For personal customer relationship management of bank industry, local banks' weakness is mainly the ability of customer information data mining.Data mining is a cross science. It is a technology to select uncommon hidden information which is unknown and potentially valuable. With the rapid development of commercial banks' personal business, applying data mining technology in analysis of personal customer information will be a trend. In this paper, the author describes how to apply data mining technology in banks' personal customer relationship management. By doing so, the bank can establish convenient communication channel with client, provide further value for the client, increase client's satisfaction rate and loyalty and finally get more profit and further development.The author explains customer relationship theory, data mining and data warehouse knowledge first. Then she gives detailed description of bank CRM model based on data mining pattern and process. Following that, the author discusses specific usage of data mining technology in the bank's personal customer relationship management (PCRM). The technologies used mainly are: concept description, connection rule, classifying method, cluster analysis and outlier detection method etc. At last, the author gives a brief introduction of requirement, definition and usage of PCRM system in Agriculture Bank of China.Applying data mining technology in PCRM system in Agriculture Bank of China means a lot to reforming and future development of the bank. It collects, summarizes and analyses various data in the transactions between customers and the bank, and then digs out useful information which is hidden. This provides different users of the bank with correct marketing support, effective management information, reliable decision making input and even potential business information. So the internal users can make right decision and succeed in the competition of getting client resource.