Design Of CRM System In Gansu Rural Credit Union

With the formation of a diversified competitive landscape of banking financial institutions and the improvement of capital market functions,the needs of customers are increasingly diversified,integrated and personalized,and the competition among banks has gradually shifted to competition among customer services.The customer-centric era has arrived,and customer relationship management has become the focus of modern banks,because of the development of information technology speeds up the bank account centered operation mode and management perspectives to take the customer as the center.Gansu Province Rural Credit Union is the financial institution with the largest number of outlets,the largest deposit and loan scale,and the widest range of services in Gansu Province,but the traditional advantages have gradually been eroded due to the gradual deepening of financial market reform.In order to retain and win customers,and provide customers with better services,it is necessary to attach importance to customer management,use the implementation and application of customer relationship management system to comprehensively analyze customer information,innovate financial products,improve service efficiency,and strengthen self-competitiveness.From the perspective of information system design,this paper takes Gansu Province Rural Credit Union as the research object to investigate the internal and external status quo,business development,system construction and other basic conditions,as well as the status quo and contradictions in three aspects of customer management and marketing,information and management,and business and management.Firstly,this paper analyzes the business process that needs to be changed in order to solve the existing problems,and then analyzes the system requirements from the aspects of customer,marketing,service,product,account manager,statistical analysis and channel support according to the needs of enterprise management combined with customer relationship management theory.Secondly,the paper puts forward business process restructuring,and then from the system in general,architecture design,module design and security design and so on altogether four aspects,and puts forward a set of unified,scientific,efficient and meet the need of its development to take the customer as the center of Gansu Province Rural Credit Union,to achieve the customer manager's management of customers,the bank's management of products and services and the management of the management of customer managers these three aspects of the management requirements.Through the cooperation of technology and management,the management goal of high efficiency can be achieved.Finally,aiming at the system implementation,this paper puts forward the key and difficult problem solving ideas and supporting measures of management guarantee.The purpose of analyzing and designing the customer relationship management system is to improve the customer management of Gansu Province Rural Credit Union by means of science and technology,and to fully meet the requirements of customer-centered development.Gansu Province Rural Credit Union through the integration of the whole bank customer information resources,as well as in-depth understanding,analysising and mining customers,providing quality products and convenient service,establishing a good brand image can continuously consolidate and expand customer groups,reshape core competitiveness,and implement the strategic positioning of "being the best inclusive financial institution and building the first-class retail bank in Longyuan".