Vip Clients Of Commercial Banks Marketing Systems Research And Development

Following the fierce competition as well as the increasing cognition of "customer centric" in the finance industry,more and more banks treat customers as the most significant resources to manage and operate.They begin to build related rules and information systems at same time in order to keep their initiative and competitive advantage in future market.But for a long time,there are many problems in carrying out "customer-centric" policy,especially lack of effective innovation of marketing management of VIPs,and it leads to the policy in dilemma. Commercial banks prevalent concern the issues of how to optimize the operation,enhancing the quality of service,improving the reputation of commercial banks and keep ahead in the fierce competition with advanced technologies of information and communication.Operational Customer Relationship Management(OCRM) is one of the most popular modes in all information management systems at present.Most of OCRM react on issues very well and produce benefit,such as management of customer Information,management of customer sales,management of customer marketing,management of customer service etc.Customer selling begins with getting the purchase intent of them,then builds up the sales leads and traces it,ending with managing the process of selling contract. Customer service is mainly based on the foundation of "Call Centre", providing customer entry,operator service and complaints management. There are lots of cases applied successfully and make benefit for the banks abroad.Many commercial banks begin to apply OCRM too in China,and they have got outstanding achievement.Therefore actualizing OCRM for commercial banks is quite meaningful.Having analyzed internal and external resources of commercial banks in China,this article comes up with a VIP OCRM system of commercial banks based on the B/S frame,describes the scheme of design and process of exploitation of the system in detail.Analysis on feasibility and system needs discusses at beginning to confirm configuration,overall framework and design of all function modules.then it starts to discuss scheme and method of actualization.Finally it analyses security of system and way to solve.