The Construction Of CRM System Of The Commecial Banks

With the improvement of the opennning of China's finance,customers has been regarded as an important resource by commercial banks.After business data has been concentrated ,many commercial banks begin to focus on the development and application of Custom Relation Management (CRM)System.In this thesis,the author devotes to discussing and studying how to design and develop an available CRM system for commercial banks.Basing on the marketing theroy of CRM,with the example of the ACRM system of CCB ShanDong Branch,the author analyzes the necessity of building up the ACRM system and lists the questions which should be solved in the establishing course,and then brings forward the system solutions of CRM ,at last conlude the key factor of buliding a successful CRM system.The paper has six chapters.Chapter one is preface,it introduces the background of development of CRM,and brings forward the subject and the structure of the paper.In chapter two, the article gives an overview of the basic theory of CRM ,and introduces the development of CRM in banking.In chapter three to five,the article take the case of the ACRM system of CCB ShanDong Branch to demonstrate how to construct an CRM system.It introduces the background,the aim and the overall system architecture of the ACRM system,and then elaborates on how to design and achieve the fuction of the ACRM system,includes how to scale the custom's contribution ,the custom value, the degree of custom satisfaction,and so on..At last,the paper analyze the effect of the application of the ACRM system,and conclude the reasons of success,put forward the research direction for next step.The paper combines the practical business and flows of commecial banks to study questions,so it would be helpful for other commecial banks to develop and apply CRM system.