System Design And Development In CRM Of Bank Besed On The Improved K-Means Cluster Algorithm

Competition in the financial sector,particularly the fast growth of commercial banks,has lead to a huge impact on the four giant state-owned banks.In order to enhance the core competitiveness,banks have made rules and policies according to their own situation,and customer relationship management and maintenance is one of the most important aspects.This thesis studies the "Individual Customer Management System" used by the major banks and shows that the system had many disadvantages,including the mismatch between the system functional design and the current business demands,the lack of data integrity,the incapability of servicing its customers,and weakness in interacting and sharing of systematic resources.This thesis has made the following contributions:By following the software engineering principles and using agile software development techniques,a set of customer service management information system is newly designed and implemented.The functions meet the clients' requirements in a better way through the analysis on both the customer management and the business process as well as the demand analysis using UML.At the same time,a better organization in data structure is being build to guarantee the data integrity by a study on the bank's demands of client data analysis.Using an improved K-Means clustering method,a new structure of servicing customers as the core business is designed to improve the quality of customer service.By using a new system architecture base on networking,the exchange and sharing of information and resources among different parties has been implemented.Besides,by taking both clients and service management as the kernel of the system design and development,the deviation of the original orientation of the system has been fixed.A new banking CRM is developed,and it is a typical distributed application system with a multi-layered architecture to support the coupling among different layers and to enhance the system flexibility,extendibility and maintainability.The system is composed of several key modules as follows.A client management module for the customer managers:it provides full detailed client information,and the customer manager can provide a better targeted management and service for the clients by using clustering-based processing methods intelligently.A service management module for the franchised business and customers:through the analysis on the customer information,it pushes personalized information of service products.A system user management function module for system administrators:through group permission configuration technology,the efficiency of system user management has been improved significantly.A business hotline management module for hotline service personnel:by enhancing the knowledge function and claim forwarding function,the hotline service quality has been improved.An information-pushing management module for service managers:by building an all-in-one procedure for information content editing&verification,the object and the selection of method,the efficiency of information-pushing has been enhanced.The entire new system has effectively solved a few problems that the banks were facing previously,such as the low efficiency in customer management of personal account manager,the limited service provided,the lack of integrity of servicing customers,etc.By doing so,it helps the banks greatly to achieve the goal of boosting the core competence.