Analysis And Design Of Customer Relationship Management System For L Branch,S Bank

With the intensified global economic trends, the influx of foreign banks, China’s financial reform is increasingly deepening.At the same time,the rapid development of the Internet, information technology,traditional commercial banking business continuous innovation,these have had a profound impact on the bank’s business model,and put forward higher requirements on its rapid response to market demand.In this new situation,as a branch of a newly established national joint-stock bank,L branch, S bank urgent need to establish and strengthen customer relationship management,must consolidate and improve market competitiveness to adapt to the branch development strategy.This article of the main line is the management of information system thinking,makes a study on implementing CRM system in L branch,S bank.Firstly, introduces the thesis background, objectives and significance;Secondly,in-depth analysis of the customer relationship management situation and existing problems of L branch,S bank,through situation analysis of the branch business development and the use of existing information system,find the main problems and reasons of the branch customer relationship management,then analysis the necessity and feasibility of implementing CRM system,laying the foundation for the design of CRM system;then approaches a combination method of survey and qualitative research,to make a decomposition in detail on branch’s overall strategic objectives, to clear branch’s customer relationship management strategic objectives,to propose CRM system function needs,to optimized design on customer relationship management business processes,to analysis CRM system business needs at the level of departments and business institutions;finally,on the basis of the above-described content,developes the design plan of CRM system contrary to the system requirements analysis,makes a system framework and function module design,proposes supporting measures for implementing CRM system in L branch,S bank,describes the expected effect of CRM system.The innovation of this paper is reflected in:(1)approaches a combination method of the questionnaire statistical analysis and the strategic objectives decompose qualitative analysis,provides the theoretical and practical basis for customer relationship management business process optimization,makes optimized business processes closer to the actual business of the branch,meets the operational staff work needs.Existing studies based on software engineering thinking, research oriented technology implementations,do little focus on management process optimization;(2)CRM system design is the integration of the branch of existing internal management information system,emphasis on effective integration of systems and business, achieves a smooth transition of banking system,give full consideration to the special needs of the branches sales department and other junior officers in the demands analysis.lt has some typical and reference for the relevant scale commercial banks and other financial institutions.