The Application Of Date Mining Technology On The Optimization Of PCRMs

To face with the competition in the financial market, it has become a consensusfor the majority of commercial banks that maintaining a good relationship withcustomers, especially the relationship with the premium individual customers.Because, compared with the general individual customers, the premium individualcustomers have more financial assets and have a more stable and stronger demand forthe services provided by the banks, and they also give the banks more benefits. So,they play a more significant role in improving the performance of banks. N bank, asone of agencies that early use the Premium Customer Relationship Managementsystem (PCRMs), it has formed the concept that the banks must strengthen thecustomer relationship management in the whole lineup and down. However, in theordinary course of business, due to the module design of the system, particularlyin terms of market segmentation, the current system cannot be adapted to the need ofmanagement very well. As a result of that, it has a negative impact on enhancing theefficiency of the bank.On this background, this article firstly elaborate the concept of the PremiumCustomer Relationship Management (PCRM) and the Data Mining technology (DM),and then analysis the status of the PCRMs used by the N bank, so we can determinethe mining theme, that is customer classification, customer retention andcross-selling; then use the data mining techniques, decision trees, rough sets andassociation rules, respectively, to achieve the functional objectives: customerclassification, customer retention and cross-selling. At last, from thescale subdivision, evaluate segmentation, product segmentation, property subdivision,trends segmentation and channel segmentation, this article realizes the optimizationof market segmentation. And it provides a strong support for the bank to maintain therelationship with customers, and for the business sectors to carry out the targetedactivities.