Research And Realization On Bank Customer Relationship Management(CRM) System

With China’s accession to World Trade Organization and the advance of market-oriented domestic financial policy reforms, China’s financial industry becomes more and more competitive. If the domestic banking sector wants to gain competitive advantage facing to the increasing competition, it is necessary to improve management efficiency and attach importance to the maintenance of customer relations, while competing for and implement communicating rights with customers, trading fights and servicing rights. In the fierce competition to maintain and develop high-quality customers, identifying difference from competitors’ market positioning and competitive strategies is an effective way for commercial banks to build and strengthen the competitive advantage. Because customers are the most important resource for commercial banks, how to make customer segments and provide differentiated and diversification services to build customer loyalty,will be the key to win in the competition among commercial banks.To achieve the above goat, it is related to customer relationship management(CRM). The concept of CRM in commercial banks is to develop a customer-centric management system for commercial banking customers, in order to promote the continuous change and innovation. The system uses batch-mode dynamic acquisition of data, which includes the bank card and the mortgage data in grass-roots branch business systems and part of personal background infommtion and transaction information in custom deposits business systems. Then commercial banks are able to asset custom credit dynamically with the help of the system.First the paper expounds the meaning of CRM, especially CRM in commercial banks, analyses the demand of personal customs retationship management combined with the background of commercial banks, and studies the characteristics of the system demand and the requirements of design, application and function. Then it introduces the relevant technology for the system. Finally the paper designs the personal CRM system. In this section, the paper determines the objective and overall architecture of the system, analyses function module and the implementation process of the system, which includes the selection of the system application software and the specific implementation process.