Design And Implementation Of Customer Relationship Management System In Merchant Bank

With the unceasing change of macro financial conditions, financial industry will face more and more fierce competition. As a local commercial bank, which has abundant customer resources, Guiyang Bank must strengthen the business management and raise the level of profit according to the external environment change and its own characteristics.Customer relationship management (CRM) system bases on customer data acquisition and display. In this system, the user can observe and study the customer information from any Angle, identify the main trend, track business operations. It can help the user to create effective marketing solutions, to realize the marketing behavior of differentiation of all kinds of customers, so as to improve the level of service and core competitiveness of Guiyang Bank effectively.This dissertation studies on the design and implementation of CRM system in Guiyang Bank by using the method of software engineering principle. First, the main technologies of the CRM system are introduced. The WebSphere, WebLobic Server, CORBA technology, the J2EE architecture and B/S three layer architecture are used. Second, the demand of the customer relationship management (CRM) system is analyzed, especially the demand for business and functions of the system. Third, the system is designed, including system framework design, function module design and database design. Finally, the implementation of the system is introduced, including the implementation of customer management, service management, marketing management, etc.This system can meet the application demands of the commercial bank. It has realized the "customer-centric" service concept, improved the quality of the service and sale ability, and improved their competitiveness in the banking industry.