CRM And Its Application Study In Bank Management Systems

Firstly, the paper presents the model of CRM, discusses and analyzes each functional module of the model.Secondly, the system has been tried at the Suzhou branch of the Industrial & Commercial Bank of China. Two functional modules, namely, customer retention prediction model and the data warehouse are added as needed. With the customer retention prediction model established, customers in drain risks are identified and predicted. Banks may then be able to avoid the costs related to such as losing existing customers, gathering and finding new customers and so on. Furthermore, defensive strategies may also be established to effectively retain existing profitable customers. Via the construction of data warehouse, data of each service can be integrated. Customer information resources are thus shared to the most extent. This forms the basis for better understanding of customers and provides the managers with analysis reports to make scientific decisions. The positive cycle of continuously improving the management level of customer relationship can then be formed. All the staff of banks would cooperate harmoniously to drive forward the customer-oriented services.Finally, the performance of the system is assessed. The impact on bank customers by the execution of the system is also given in the paper.