本文作者以管理信息系统思想为主线,对S银行L分行实施CRM系统展开研究。
首先,介绍了论文研究背景、目标及意义;其次,对分行客户关系管理现状和存
在问题进行深入分析,通过对分行业务发展情况和现有信息系统使用情况的分析,
找到分行客户关系管理存在的主要问题和原因,进而提出了实施CRM系统的必要性
和可行性,为下一步设计CRM系统方案奠定了基础;然后,采取问卷调查和定性分
析相结合的研究方法,对分行整体战略目标详细分解,明确分行客户关系管理战
略目标,提出CRM系统的功能需求,对客户关系管理业务流程进行了优化设计,分
析了CRM系统在部门及营业机构层面的详细业务需求;最后,以上述内容为基础,
制定了分行CRM系统设计方案,针对系统需求分析给出了系统架构和功能模块设
计,提出分行实施CRM系统的配套措施,并对系统预期效果予以说明。
本文的创新点体现在:(1)采用调查问卷统计分析和战略0标分解定性分析相
结合的研究方法,为客户关系管理业务流程优化提供理论和现实依据,使优化后
的业务流程更加贴近分行业务实际,满足业务人员工作需求。现有研究大多是以
软件工程的思想为主线,侧重研究技术实现方式,对管理流程优化关注不够。(2)
CRM系统设计是在整合分行内部现有管理信息系统的基础上,强调系统与业务的有
效融合,实现银行系统建设的平稳过渡,在需求分析中充分考虑支行、营业部等
基层人员的特殊需求,对于相关规模的商业银行及其他金融机构实施CRM系统,
具有定的典型性和参考性。
关键词:客户关系符理;管理倍怠系统;流程优化;商业银行
ABSTRACT
With the intensified global economic trends, the influx of foreign banks, China&39;s
financial reform is increasingly deepening.At the same time,the rapid development of
the Internet, information technology,traditional commercial banking business
continuous innovationthese have had a profound impact on the bank&39;s business
model,and put forward higher requirements on its rapid response to market demand.In
this new situation,as a branch of a newly established national joint-stock bank,L
branch, S bank urgent need to establish and strengthen customer relationship
management,must consolidate and improve market competitiveness to adapt to the
branch development strategy.
This article of the main line is the management of information system
thinking,makes a study on implementing CRM system in L branch,S bank.Firstly,
introduces the thesis background, objectives and significance;Secondly,in-depth
analysis of the customer relationship management situation and existing problems of L
branch5S bank,through situation analysis of the branch business development and the
use of existing information system,find the main problems and reasons of the branch
customer relationship management5then analysis the necessity and feasibility of
implementing CRM system,laying the foundation for the design of CRM system;then
approaches a combination method of survey and qualitative research,to make a
decomposition in detail on branch&39;s overall strategic objectives, to clear branch、
customer relationship management strategic objectives,to propose CRM system
fimction needs,to optimized design on customer relationship management business
processes5to analysis CRM system business needs at the level of departments and
business institutions;finally,on the basis of the above-described contentdevelopes the
design plan of CRM system contrary to the system requirements analysis,makes a
system framework and function module design,proposes supporting measures for
implementing CRM system in L branch5S bank,describes the expected effect of CRM
system.
The innovation of this paper is reflected in:(approaches a combination method of
the questionnaire statistical analysis and the strategic objectives decompose qualitative
analysis,provides the theoretical and practical basis for customer relationship
management business process optimization,makes optimized business processes closer
to the actual business of the branch,meets the operational staff work needs.Existing
studies based on software engineering thinking, research oriented technology
implementations,do little focus on management process optimization;(2)CRM system
design is the integration of the branch of existing internal management information
system,emphasis on effective integration of systems and business, achieves a smooth
transition of banking systemgive full consideration to the special needs of the branches
sales department and other junior officers in the demands analysis.lt has some typical
and reference for the relevant scale commercial banks and other financial institutions.
Keywords:CRM;MIS;Process Optimization;Commercial Bank
第1章引言
1.1研究背景
近年来,以网络信息技术和电子商务为支撑的新经济模式快速发展,便捷开
放的商务平台给企业生产规模不断扩大提供了广阔的发展前景,居民的生活习惯
也随之发生重大改变。在新经济时代,消费者渴望得到更快、更方便的服务,企
业则希望得到具有更好的品质和个性化的服务,基于传统业务模型的商业银行经
营模式己经无法适应新的要求,银行的管理重心逐渐转移到以顾客为核心。金融
市场化改革进一步深化,国内股份制商业银行如雨后春舆般快速发展,银行业对
于客户资源的竞争压力逐渐加大,不断争取更多的优质客户成为商业银行赖以生
存的基本法则。与客户实施正确的沟通及交易,在相同的时间内提供正确的服务,
注重客户关系的维护,提供超越一般的银行产品和服务,保留和挖掘更多的黄金
客户,正成为商业银行竞争的新领域和新的主战场。
S银行L分行是一家成立不久的全国性股份制银行二级分行,在总行战略发展
目标的指引下,分行始终秉承“效益、质量、结构、速度协调可持续发展”的经
营方针,经过近五年的蓬勃发展,形成了客户经理市场营销、大堂经理市场营销
和柜面市场营销劳动分工,联动互补的“三位一体”的营销服务体系。通过客户
经理支持系统,综合业务处理系统等网络平台进行客户信息管理,但随着银行业
务量的逐年增加,现有系统早已不能满足银行在客户关系管理相关业务上的一系
列需求,客户经理掌握客户信息的过程既复杂又缓慢,需要通过手工或使用一个
电子表格记录客户的个人信息、金融、保险、信贷、理财及其他相关信息。当客
户的理财产品或定期储蓄到期,客户经理无法实现对客户的实时跟进和沟通,客
户信息的严重滞后直接造成了大量客户资源的损失,特别是失去一些重要的高端
客户,给银行利润造成了巨大的损失,这对于一家新兴商业银行的业务发展是极
其不利的。因此,在如此激烈的竞争环境下,如何切实提高客户经理在客户关系
管理方面的工作成效,进一步降低客户流失率,整合银行内部现有的信息系统,
建立一套简单可行,运行稳定,能适应未来市场资源竞争的客户关系管理
(Customer Relationship Management, CRM)系统是S银行L分行急需解决的首要
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