A Design And Implementation Of The Commercial Banks In The Retail Business CRM

Customer Relationship Management (for short CRM), refers to the use of information technology to enable enterprises to marketing, sales management, customer service and support, and other aspects of information management in an orderly, fully and in a timely manner within the enterprises and mobile customers, effective use of resources to achieve customer management software system. Its core idea is the enterprise customer base as valuable external resources and, where possible, into the control of the enterprises, in order to increase customer value as the center, to effectively meet the individual needs of customers, improve customer relations and enhance their market competitiveness capacity.Commercial banks as a self-financial enterprises, with the industry in the current highly competitive retail business, the customer is particularly important environmental resources, the traditional marketing model increasingly unable to meet the new situation. Traditional marketing will be no use of the limited resources in the highest value to the customers and marketing activities, and should therefore be "customer-centric" thinking into management concepts, marketing strategies and ways of thinking, and cover any services to attract customers and new customer-related customer service activities, found that clients objectives, evaluate customer value of the development and use of products and services marketing, customer upgrading to achieve. At the right time and in a proper manner, the right customers, and provide effective products (4R concept).CRM implementation will improve the efficiency of commercial banks sales management, through a variety of channels excavation and identification of market opportunities, increase customer satisfaction, and maintain good relations with customers and reduce operating costs, create long-term sustainable source of profit. Customer relationship management can be defined as a financial business model, as its main goal, model identification, forecasting and understanding of potential and existing customers needs, improve customer retention, the role of growth and profitability.In this paper, the results of research on the following four aspects:(1) Targeted at commercial banks in the retail business problems existing in the design and implementation of a CRM commercial banks retail business, including customer information analysis subsystem, with customer enquiries, operational analysis and statistical statements and supporting functions such as decision-making.(2) In the analysis module to support decision-making algorithm design, the proposed level of analysis to calculate customer satisfaction and loyalty.(3) Data warehouse design, the facts put forward a table and table-dimensional data for the basic framework of the Organization of star model, which is built on a simplified data storage layer based on the structure of condensed, and the theme of easy on-line analysis.(4) Enterprise Application Integration Technology (EAI) CRM for banks, conversion from heterogeneous systems, different applications of data, providing data format conversion and synchronous or asynchronous processes automatic processing, optimization of the system between the data exchange, and improve the existing system and various CRM interface, which will bank a variety of independent and external integration of the system.