The Appliance Of The Customer Transaction Information For CRM In Bank

With the rapid development of Internet Finance and interest rate marketization,commercial banks have lost the "seller's market" advantage,and gradually transform into "buyer's market." To follow the changes of the market,all commercial banks have started their own transformation,change the main business line that have been followed by.transform to "customer-centric" integrated service financial system,start to research personal Customer Relationship Management(CRM)and practice,create a personal customer relationship system which is suitable for its own characteristics.With Mobile Internet goes deeply into daily lives,all customer information,behavioral information,area information is converted to the form of data,intangible information change into tangible assets,which becomes the basis for customer analysis.Therefore the "customer-centric" transformation must be based on big data analytics.According to the current situation of Chinese commercial banks personal CRM,the existing CRM is mainly focus on financial assets and the contribution of the customers,which cannot meet the demands of the customer and precision marketing,customer information analysis based on big data is still at the exploration stage.Meanwhile,the analysis of customer information by Internet Finance is gradually mature,which shows shortcomings and deficiencies in the traditional CRM.This paper analyzes the necessity and feasibility of the bank transaction information for CRM.and tries to use data mining to collect a large number of customer information and transactions,presenting analysis dimensions to the bank's individual customers for data analysis.It will cluster vast amounts of consuming data transactions,extend to analyze financial behavior characteristics of diff'erent customer groups with the clustering results,and make marketing suggestions for different customer groups.From a practical point of view.it tries to use big data to improve and enrich the existing feasibility of CRM perspective.Finally,it is suggested that commercial banks should build enterprise-class database as basis for individual customer data management;develop the data mining policy,strengthen and expand the customer base to identify and advance passenger banks grouping business model,build the core of customer financial ecosystem;improve mechanisms for supporting CRM with data analysis strategies;actively cooperate with the Internet Finance company,multi-dimensionally achieve complementarity customer experience,enhance the individual customer management of commercial banks.