Based On Analytical Crm Securities And Customer Analysis System Design And Implementation

With the fast development of Internet and the increasing maturity of market, the worldeconomy is entering the e-business period. The difference between product and service is notdistinct, the strategy of product and sales oriented is gradually replaced by the strategy ofcustomer oriented. Now the company which knows the demand of the customer, which canstrengthen the relationship between customer and company, which can manage the resourceof customers, will achieve the advantage in competition.Customer Relationship Management is a concept being developed during the progress ofmodem management theory. To support such theories, CRM software systems can be dividedinto three categories which provide different functions respectively: Collaborative CRMprovides customer access function, Operational CRM provides business-flow managementand Analytical CRM provides customer relationship management analysis. Analytical CRMsupports the other categories of CRM and is the core of the whole CRM system.Compared with other industries, securities industry takes the lead in adoptinginformation technology and succeeded in building transaction process system. Several yearsof transaction system usage also accumulated a great deal of data including valuableinformation in securities companies. How to utilize these data and deeply discover unknowninformation to sever the decision-making is an important issue for securities companies.Analytical CRM will help the company know about its customers, provide personal productto customers, finally increase the profit of company.The paper is based on author's development working experience of customer analyticalsystem of securities companies. In this article author will deeply study the theory of CRM,and then take the analytical CRM theory into the design and development of the customeranalytical system.