Research On Customer Relationship Management Of Chengdu Rural Commercial Bank Driven By Data

In the late 1990 s,China ’s commercial banks have built personal customer relationship management systems for private customers,and have used data warehouses,business intelligence and other concepts and technologies to focus on strengthening the construction of operational customer relationship management systems in electronic channels.In business analysis and management,it implements analytical customer relationship management functions based on customer information integration.Since the beginning of the 21 st century,with the continuous maturity and comprehensive application of technologies such as mobile Internet,big data,and cloud computing,Internet financial companies and "shadow banks" have challenged traditional banks through business and technological innovation.The loss has fully manifested,and traditional banks have to re-examine the value of customer relationship management,and it is imminent to build a customer relationship management system with a real core position,real-time intelligence,and multi-channel linkage.Based on the relevant theories of customer relationship management and the practical research of Chengdu Rural Commercial Bank’s personal customer relationship management system,this paper proposes a strategy for how to design a customer relationship management system for commercial banks.The thesis introduces the background,purpose,and significance of the research on the personal customer relationship management system of commercial banks;reviews the theory of customer relationship management;analyzes the gap between the current status of individual customer relationship management and the relevant theories of customer relationship management,and conducts data verification based on it.It proves the rationality of the development direction;combined with the analysis,taking Chengdu Rural Commercial Bank as an example,it illustrates how traditional commercial banks can effectively build a CRM system strategy under a new competitive environment,and combined with the theory to select the corresponding indicators to test the bank’s CRM construction.The customer relationship management strategy studied in this paper embodies the "customer-centric" business philosophy,which is not only applicable to Chengdu Rural Commercial Bank,but also for other commercial banks to build customer relationship management system reference.