Commercial Bank Comprehensive Customer Relationship Management:Building And Application

The past ten years are a period of rapid development of commercial bank, the management ability,the profitability and the capacity to resist risk continuing enhancing. Meanwhile,the traditional profit model of commercial bank also has been questioned, with increasingly fierce competition between banks. Therefore, commercial banks need to change the management strategy, to acquire a new stable profit growth point. Based on the weakness of domestic Customer Relationship Management System(CRMS) and the theory of Customer Relationship Management(CRM), the paper proposes a Comprehensive Customer Relationship Management System(CCRMS), providing a new thought and method for the change of the management strategy.By combining the theoretical research with cases analysis research, the paper first analyzes the concept and connotation of CRMS, summarizes the status of domestic commercial bank CRMS and existing problems, discusses functions, architecture, characteristics and technical application of CCRMS. For the key analysis module of CRMS, this paper proposes a method integrating a RFM(Recency,Frequency,Monetary Value) model with decision tree analysis method to predict a new customer value. Finally, the paper analyzes the infrastructure and the usage of ICBC’s CCRMS, and gives pieces of advices of ICBC’s CCRMS.