| A recognized and mature business strategy in foreign commercial banks, CRM(Customer Relationship Management) plays a critical role in such areas as customer information acquisition, customer retention and care and marketing and sales. With the deepening of CRM concept, domestic commercial banks have started to attach importance to management and maintenance of customer relationship. Based on this situation, commercial banks take the lead to launch an OCRM(Operational Customer Relationship Management) System by planning their own overall strategic objective, market positioning and information technology development program, introducing advanced CRM concept and technology from abroad, integrating with actual situations of domestic banks and customers, and adopting independent development model.On the basis of credit management data in commercial banks, this paper provides a multi-dimensional model study on basic information involved in Customer Relationship Management and builds a data model for Operational Customer Relationship Management System. The following three key modules are covered for research and argumentation:(1) A data acquisition and implementation approach for dynamic massive data is put forth in accordance with features of credit management database in commercial banks;(2) A data model for Operational Customer Relationship Management System is built, combining business characteristics of this system together;(3) An economically feasible platform framework for data processing and transmission is raised and implemented on the ground of interactive specifications for system data files.The technical solutions aiming to address appropriate modules are based on the most popular ETL technology at present, featuring innovative thoughts and state-of-the-art skills. The Operational Customer Relationship Management System on production has enabled acquisition and transformation of source system data as well as interaction with other systems. Currently being used in a commercial bank, this system is processing various data in the bank, including all credit data. Its user network covers the whole country, boasting good social and commercial values. |
PDF Full Text Request