Analysis And Application Of Operational Customer Relationship Management System For Commerical Bank

The concept of OCRM has been introduced into China for several years. With the continuous development of network technology, the customer-centric strategy has become a development trend in the banking industry. In the past decades, banks have adopted the electronic method as the core strategy to improve the working processes standardization with a continuous study on customer behaviors. Through this method, banks can improve clients' loyalty and satisfaction of the bank s, and provide decision-making assistance for clients to achieve common growth and a win-win goal.In this paper, some bank is taken as the study object. According to its business characteristics, the bank achieves clients' information integration, automatic selection and other functions. Its constructed OCRM system consists of two parts, namely business process management and customer management. The former refers to management of the marketing manager for the corporate customers business, including task management, event management, service team and performance assessment modules; the latter refers to clients' information and business information management based on data formed in a business process, including clients information, clients adjustments, clients allocation and others. The bank can achieve the purposes of improving efficiency and fine management through the system.The author used mature AJAX, ASP network technologies and SQL Server database technology, and achieved commercial banks operational CRM system, relying on object-oriented JAVA language. The system employed the B/S model in the logic setting and can be broadly divided into four layers: the client layer(the establishment of information), the Web layer(the transmission of information), the application layer(processing and feedback information) and the database layer(information generation). Finally, through building hardware and software environment, the author tested the functions of the OCRM system. The results show that the system can offer stable functional services and provide support for the bank's management and decision making.The results of this study are conducive for banks to analyze information, improve customer relationship and enhance their competitiveness through sorting clients' information.