The Application Research Of Customer Relationship Management In Commercial Banks

With China opening its financial market to the world and the loosening of financial control,commercial banks in China are facing with great stress of competing. So far, these banks have little concept of satisfied service and great weakness in customer management. How to implement the Customer Relationship Management (CRM) and offer high quality services to the customers is the urgent issue for commercial banks. In this paper, we make a systematic research on the applications of Bank CRM based on the characteristics of commercial banks.The paper begins with the concept of CRM, and discusses different types of CRM, then talks about the need for commercial banks to build CRM System also about the advantages and disadvantages of the current practice of CRM in commercial banks. The paper puts point out the importance of applying modern information technology to CRM and puts forward a CRM system model, which based on Data Warehouse System and Data Mining technologies. Next, the paper discusses some main problems involved when a Data Warehouse for commercial banks is built, and presents the solutions to these problems. Then, we study the important using of Data Mining technologies in Bank CRM System. A Financial Risk Analysis Model is built based on BP algorithm, and the customer financial data are analyzed by applying this model.As a whole, the dissertation shows that building informatization-based CRM System is the key point for commercial banks to promote the core competitiveness.