A Study Of Analytical CRM Of China Construction Bank

Analytical CRM mainly analyses the data gained from the operating CRM, providing reliable and numeral evidence for the management and decision of the bank. It is the new trend for the CCB of combining the management theory of all for clients and the development of newest information technology, and it is the heart and soul of CCB of practice of client relationship management. By this management method, finding the qualified clients, making the focusing sales products and market enlarging strategy is the urgent problem for the CCB. I. The necessity and possibility for CCB to use Analytical CRM 1. Necessity. To accelerate the orientation of central strategic goal of all for clients of CCB, improving the management level, supporting CCB managing decision, speeding up the reform process of CCB, raising sales revenue, it is necessary to use Analytical CRM. 2. Possibility. CCB has fully realized the necessity of using Analytical CRM in the real aspect, deepening reform, realizing the informative and network of sales, building up data warehouse. Meanwhile, CCB also has sped up the interior reform, constructing the procession and framework for clients, doing the basic work for successfully implementing Analytical CRM. II. Design of CCB Analytical CRM 1. System Demanding Analyze. Presently CCB lacks marketing guide for clients'demands, in the aspect of gathering clients, it lacks client's information support. As for the maintenance of clients, there is no effective and positive maintenance mechanism. The resolutions to all these questions badly needs building up Analytical CRM, to facility consult, management and analyze clients'information. First, conforming clients'information. Providing all the systems with a unified vision of clients, realizing solid analyzing of clients information, forming a complete clients system with other systems around. Second, supporting strategic strategy. Utilizing data statistics, report form analyzing and forecasting model, supplying to the higher management personnel with the particular report about the demands and behavior of clients, supporting implementation of strategy of CCB. Third, improving ability of marketing. Analyzing the data of clients, making different marketing strategies, it is effective to use appropriate marketing channel, lower cost, gain benefit, finding potential clients and prevent repeated marketing. Fourth, providing increment service. Client managers query immediate clients information, customizing statistics, evaluating exchange, providing correct financing strategy and operating. Fifth, lowering operating cost. Analyzing profit of client and behavior model, eliminating additional operating resources, lowering cost, improving efficiency. Sixth, evaluating value of clients. Utilizing system to evaluate the value of clients, calculating clients'value and cost, subdivision of clients, proper products and matched channel can be achieved. Seventh, advance innovation of products. Effective acquiring and managing the interaction of clients and CCB by the system, according to the feedbacks, CCB makes inter satisfied, improving ability of products operating.Eighth, assist and estimate clients'manager. It can provide a platform for the manager, make his daily work more automatic support, it can also estimate working results. Ninth, risk analyzing. It can analyses the clients risk fully by the use of system and risk model to reduce credit loss and cheat. 2. Design of system aim. Management and sales of CCB are changing continuously, it should design short time, medium and long time aims. Short time is conformity clients'information, improving quality of data, providing platform for the next step; medium aim is realizing multi-dimension analyze; long time is to build and optimize forecasting model, building up professional analyze team and risk management mechanism. 3. System features analyze. For the realization of each time goals of Analytical CRM, system needs full information, complete function, enlargement, and prompt reply and data accuracy. 4. System framework and function. System framework design and plan according to the strategy of CCB, focusing on the flexibility and versatility, including clients data management, clients data statistics, assistance decision analyze and forecasting analyze, realizing clients data unique vision manage and check, and providing electric analyze and forecast to the management organization. III.CCB Analytical CRM strategy 1. Key element. During the building of Analytical CRM, human is the first element, striving for the support of leader and clients of every range; second is the data, it must keep qualified origin of data; last is the management, reform the old enterprise culture, rebuild process.2. Practice of foreign bank. Spanish Central Bank realized clients behavior analyze and clients value analyze by using Analytical CRM, setting up related forecasting models, gaining benefits of several aspects. It is activated by specified strategic goals, adapting step method, reforming framework, its success provide good example for CCB. 3. Implementation of CCB Analytical CRM. Analytical CRM's implementation is a hard systematic project. So CCB should plan stepped plan, rebuild organize and process, pushing data warehouse building, improving data quality fully. Above paper suggested building method of Analytical CRM system, explaining the key elements of its success, exploring instructively the practice of the system. In the mean time, it fully combined the urgent questions CCB faces now, focusing on the practical operation of the information system of CCB, and it is quite helpful for CCB further informing, preventing mistakes of construction. Hence, it has beneficial theory and practical value for CCB to implement systematic clients relationship management.