Design And Implementation Of Wholesale Banking CRM System

Nowadays, increasing competitions drive modern banking to adopt customer-centric operating system, under which banking managers pay more and more attention to customer relation management (CRM). The CRM focuses on customers, aims to better understand customer value and customer demands, tries to improve customer satisfaction, loyalty, and contribution, and eventually helps improve the profit.Although banks accumulate abundant customer information, it is difficult to systematically comprehend customer relations because there are various internal operation systems in which customer information disperses. In addition, traditional accounting system only conducts financial analysis for branches and fails to analyze profit contribution of customers and customer managers, unavoidably leading to inefficient resource allocation.According to key points mentioned above, we pay attention to the development of CRM system of wholesale banking. The system is composed of five functional modules including source data acquirement, customer management, statistical analysis, knowledge base management and system management. The source data acquirement module using ETL transaction to collects and aggregates the dispersed data. The customer management module constructs a systematic customer framework. The statistical analysis modules solves the bottleneck problem of query using technology such as index and static cursor, using VML to realize the chart representation, and analyze customer churn by Data Miner. The knowledge base management module constructs a information tree by JSON object of JavaScript.This dissertation investigates the development of WEB-technology-based banking wholesale business, analyzes the demand for banking wholesale management, explores the methods to realize the banking wholesale CRM system, and demonstrates the designing and programming for the CRM system under the three-layer WEB framework.