The Design And Implementation Of A Commercial Bank Customer Relationship Management System

Along with the progress of era and the development of science and technology,the market competition is increasingly fierce. Customers as the most importantresource of the market, have already become the core of bank marketing. The numberof customers has been the measure of whether the bank holds an absolute advantage inthe competition. Under the current fierce competition in the market economyenvironment, if a bank wants to be in an invincible position, it must build up a goodrelationship with customers, who are so closely related to the bank’s survival anddevelopment. Thus a bank should not only maintain the existing customer resourcesand develop new clients, but also establish a good image with favorable reputation,high quality services and products. That means the bank needs to exploit and innovateits products constantly to meet customers’ new needs, and standardize the customerresource management to improve quality of customer services. In this paper, wedesign and implement a customer relationship management system of Bank A. Itcould fulfill the new management requirements of Bank A, and reduce the waste ofmaterial resources, financial resources, human resources and other resources.At the beginning of the article, we introduce the background and significance ofthis topic. Firstly, domestic and foreign researchs on the CRMS of commercial banksare reviewed and summarized, and then clarify the frame, the innovation anddeficiency of our research. Secondly, after describing the basic concepts anddevelopment technology, we design the commercial banks’ CRMS. Finally, we putforward the goals and principles for designing CRMS, which are combined withtheoretical research and requirement analysis. In this part, we emphasize on thedevelopment environment, the design process and the implement of the system.The design of the system mainly consists of four parts: overall design,architecture design, function module design and database design. We focuse thedesign especially on marketing management, customer management, servicemanagement, statistical reports, basic data and rights management. While thedevelopment of the system is divided into data integration, data warehouse, customermanagement, marketing management and service management. Ultimately, we explainthe key technology for the development and implementation of the system desire, andthen we test the system. The last part is the conclusion, and it briefly describes the research work and achievements.