Design And Implementation Of Customer Relationship Management System For Jiangxi Rural Credit Union

With the globalization of economy and the increasingly competition of market,how to meet the needs of customers, so as to promote the development of enterpriseshas become a new driving force for sustainable development of enterprises. From amanagement perspective, the focus of corporate attention has gradually shifted fromimproving internal operations to focus more on the customers. So building acustomer-centric management strategy system is badly needed.CRM (Customers Relationship Management) is a device intended to improvethe relationship between enterprises and their customers to form a unified servicemanagement platform between marketing, sales department and service, and toimprove the loyalty of their customers. Through CRM, the enterprises decisionmakers can integrate the customer resources scatted between departments and theirstaff. So that they can accurately determine which are their key valuable customers,and how to use different services to attract and retain more customers. Therefore,enterprises can improve the satisfaction of their customers, establish their brand imageand maximize the value of the services.According to the actual development of the domestic banking industry, the paperanalyzed the bank CRM of Jiangxi Rural Credit Union, which is based on the currentdevelopment of the bank industry, financial products customers spending habits andproduct purchase situation. It tries to analyze the system by making research onsurveys analyzing, goals establishing, content understanding, platform building, needsanalysis, detailed design and other parts of system. The paper mainly started withsetting up CRM, then described the whole system through discussing the followingparts: researches on needs, the whole design, platform construction and system testingetc. Of the whole paper, the achievement of the system is the most important part. TheCRM system uses Net2005, a popular system in this field, and the structure of light client B/S software. Its background database uses SQL SERVER2005, and the MVCmodel, which makes the separation of the view layer, business logic, database layer,and also improves the security and portability of the system.The CRM system contains the following functional modules, includesmacroeconomic analysis, customer analysis, channel analysis, performance analysis,system maintenance and so on. Jiangxi Rural Credit Union uses this system tointegrate customer resources. By doing so, it can make timely analysis on clientinformation, the use of its products and the change of transaction. The system can alsoprovide it with guidance on management of its branches in Jiangxi province byanalyzing the data concerned by the management layer.