The Design And Implementation Of Operational Customer Relationship Management (CRM) System For Construction Bank

With the expansion of business, the operational customer relationship management system’s current functions can’t meet people’s needs. For example, we need a steady flow of information to understand the needs of the major branches, and collect the demands to meet the various needs of the front desk. Another example is that the accuracy and timeliness of information data is constantly getting strict to meet the system’s security. For this reason, it is very necessary to design and implement operational customer relationship management system.Technical architecture scheme used by construction bank’s operational customer relationship management system is:the entire system uses B/S structure to build, then uses the MVC design pattern which is on the base of current popular three SSH framework, the entire development process’s language is JAVA language. The operational customer relationship management system for Construction Bank is divided into Web layer, service layer, DAO layer and the physical layer. The first Web layer is operated by Struts, the second service layer is carried out by the Spring, the third DAO layer communicates with the database module according to needs, and writes DAO interface to realize. The fourth physical layer is performed by Hibernate. System’s database is SQL Server 2014 version.During the requirements analysis process of operational customer relationship management system for Construction Bank, we fully take the actual situation into account, and combine with practical to make analysis for the system overview, roles, business flow and specific functions. We divide this system into customer management, service management, performance management, tools template management, system management. The customer management includes jurisdiction customer, customer allocation, customer search, comprehensive query, contact policy, view account manager messages, view account manager schedule; The service management includes themed events, problem solving logs, approval audit matters, non-financial services; The performance management includes account manager sales ledger, account manager scorecard, appraisal management; The tools template management includes customer segmentation ratio estimate, NAV inquiry, bond trading prices, the bank spot foreign exchange rates, financial products remaining credit inquiries, knowledge base, portfolio; The system management includes personal data maintenance, password management, user rights adjustment, jurisdiction person text messages, financial planner information inquiry.The system adequately addresses complexity and low efficiency of manual operation, and it makes expansion and improvement for similar online management platform and helps Construction Bank to better make customer management, customer service, customer marketing. It is able to respond to changers of business.