CRM Implementation Plan In The Industrial And Commercial Bank Of China

CRM Implementation Plan in the Industrial and Commercial Bank of China 　　As we see the era of customer-oriented management has come, business operation is turning from "inner focused" to "external focused". The developments of Information technology, represented by network, have expedited business operation from product-oriented pattern turning to customer-oriented pattern and the change of the focus on business operation. Customer Relationship Management (CRM) is becoming CEOs' focus point in modern enterprises. Since the CRM theory and technology were introduced to China in 1998, domestic companies have been engaged in CRM related research and applications. There has been so far no successful case of CRM implementation in the bank of China yet. For the job role and the long experiences working in the bank, the author has deeply felt the pressure of implementation in the bank. In the process of the study of the CRM the author has formed some tentative plans for bank's CRM. By analyzing of the instance from the Industrial and Commercial Bank of China (later referred to as "ICBC") Sichuan branch, the author explained the planning of CRM application in the ICBC. It is hoped that I could either complete my thesis or provide this article to the ICBC, and give them some positive suggestions. The thesis is composed of five parts - introduction to the theory, feasibility analysis, planning, key problem resolutions and the control of key risk. First, the thesis introduced the essence of CRM and its three different types, pointing out that the ultimate goal of CRM is neither to "pursuing profit" nor to "treating the customers" forever, but to reach a subtle balance of those two points. At last, especially the author summarized the six feathers of CRM in financial enterprises distinct from others. Feasibility analysis analyzed the financial market environment and the business management of the ICBC itself. Viewing the degree of database centralization and supporting business operation status, the author conducted feasibility analysis; reached the conclusion that implementation in the ICBC is not only necessary but also feasible.The planning part is the core part of the thesis. First indicated theseven principles that the ICBC should stick to during the implementation, and then planed the main function of the implementation from three point. The related management planning Involved the different data analyzing and mining functions, as the data warehouse and the degree analysis of the contribution to the profit of bank. The process management referred to the functions like the net-bank and the self-help bank. The Contact management mainly explained the Implement of the call-center. The last section issued the specific process of the implementation of the strategic plan. In light of the strategic importance of data warehouse and data mining technique, the author conducted more thorough analysis on this part. The article pointed out that protection of customer information privacy was an important aspect of the CRM planning, and explained the detail handling process of privacy information. Despite the fact that the existing IT systems are stable and mature, ICBC has to face and overcome a lot of problems. The last part of the thesis pointed out seven major risks during CRM implementation, like overly dispersing customer requirements, processing reorganization lag, etc, and provided solutions for each of these problems.