The application of CRM system is beneficial to the construction of bank informatization

In the face of how to explore the potential value of customer information and how to provide differentiated personalized service to customers, CRM becomes the focus of banking. "Do not understand the idea of customers, blindly introduce new products, the result can only be drubbing." "The Qi Manager of the information Department of a city commercial bank in Guangdong province has undergone a bitter lesson."

In June 2007, the bank launched a personal banking service offering to expand its new business market. At that time, many banks are doing a person's financial services, market space generally optimistic, not to be outdone by the manager of various organizations of resources, in a very short period of time launched a set of financial products, and then full of expectations to push the counter.

Unexpectedly, the product half a year, almost nobody, but had to cancel the service at the beginning of this year. By summing up, Qi manager found that most of his bank's users belong to working-class, relatively fixed income, for personal financial services less involved.

It is clear that the manager's lesson is the lack of prior customer surveys. For domestic banks, since the completion of data centralization stage, most banks have basically entered customer-centric customer management stage, faced with how to explore the potential value of customer information, how to provide differentiated personalized services for customers, CRM (Customer Relationship Management system) once again become the focus of attention.

CRM supports personal finance

In fact, around 2000, the domestic financial industry has briefly set off a period of CRM boom. But because the market environment was not mature at the time, the boom disappeared at the end of 2002. "We had a CRM at the time, but the bank's practical attitude was rather hesitant because the need for personal finance was not so obvious," he said. "The general manager of a programme business in the domestic financial industry recalls.

But it's different now. In today's banking sector, demand for personal financial services has become apparent. If you had 100,000 dollars, what would you do? What would you do if you had 1 million dollars? These problems may be far away for the average citizen 10 years ago, but today it is closely related to the ordinary family. With the growing wealth of the family, investment banking services are not some of the noble people's patents, it has flown into ordinary people's homes.

Zhou, deputy general manager of the private Banking department, the first bank in China to open a private bank, said Bank of China's private banking department contracted about 141 clients and managed assets of 855 million yuan, and the performance growth was significantly higher than expected.

Therefore, "actively expand private business, close to the people, will be the future of domestic banking business development trend." "Camelot Information Systems Co., Ltd. Chief advisor Kang so judged.

He also believes that, from the experience of domestic and foreign banking development, the development of commercial banks to a certain stage, personal financial services will rise to become the main business areas. In Europe and the United States, banks usually account for more than 30% of the total business, and many banks even up to 60%. At home, most of the bank's profits are largely financed by lending to companies, with a very low share of private business.

At present, the development concept of domestic banks began to change from "account-centric" to "customer-centric". China Construction Bank since 2005 implementation of "Customer-centric" implementation of the strategic transformation, the pilot network transaction speed increased by 33%, customer waiting time decreased by 68%, customer queuing phenomenon effectively alleviated. Up to now, CCB has completed more than 1300 network transformation, by the end of this year will complete 4,000, more than 14,000 will be completed at the end of next year.

Behind all these changes, CRM is one of the most important support. Through the excavation of customer information, banks not only segment the market, subdivide customers, provide differentiated services to customers, and in the design of each product, the introduction of each service, targeted to maintain its experience and feelings.

Explore the value of customer resources

Although CRM is recognized as a favorable weapon for the further development of banks, the key to the value of CRM is the implementation. In Kang's words, the value of the bank's customer resources, how much you can get, depends on how much you can dig.

Royal Bank of Canada (RBC) keeps track of 1000多万名 customers monthly to see their current and future profitability and risks, the likelihood of loss, channel preferences, and the propensity to buy other products. One of the results: 17% of customers created 93% of the profits.

RBC uses predictive analysis methods and business judgments to determine the meaning of these behavior patterns, based on changes in the customer's overall behavior. For example, the reduction in the number of deposits or the amount of money may represent a loss to the customer; These customer tracking and analysis, so that RBC sales efforts to obtain a 30% response.

It can be seen that through CRM to customer in-depth tracking analysis of the development of the banking business is how important. In fact, through the exploration of the value of customer resources, banks can also optimize their own product structure, the fastest speed to respond to changes in the market.

So is a financial company called Capital One in the United States. When the company deals with each business, it starts from the moment a customer's information is entered, and CRM's huge computer system begins to work. These computers are loaded with data from one-seventh American families and millions of corporate customers, and through this vast database the CRM system is able to identify the customer's information.

For example, to predict the reason for the call, then the CRM system will provide some information about the customer and answer the questions, which can choose the best option and provide some options for the staff to choose. When the business is finished, the information brought by the customer is stored after the CRM system is analyzed and processed as the basis of CRM analysis customer.

In addition, the company's CRM system also utilizes the vast amount of customer information acquired to intelligently analyze and test the company's new products-a variety of new types of credit cards. In other words, CRM helps the company to design credit cards in a scientific way.

The effect of the fact is also obvious. In 2004, Capital One's test of new products, emerging markets and emerging business models reached 28,000 times, allowing the company to sell the right products at the right price to the right customers at the correct time. The company offers a total of 6000 credit cards, each with a difference in terms, conditions, and interest rates, which are the result of improved design and delivery of products through the implementation of CRM.

Localization difficulties

Although CRM has achieved a general effect in foreign banks, but from the practice, domestic banks can not completely copy shone. With the gradual disclosure of some failed CRM projects, some banks began to be respectful of CRM. At the same time, a significant number of banks are welcoming and claiming that they have built a proven CRM system.

As for the acclimatized of the bank CRM, Zhang Zhenhua, a professional consultant of China System Analyst Association, gave his own analysis. Chinese customers are generally not exposed to the concept of wealth, do not want to disclose their details to the bank, and the bank's customer economy based on CRM Information Mining Initiative door-to-door visit customers, sometimes caused the customer's disgust, that their privacy has been violated, and even complained about the bank.

In addition, unlike foreign banks, domestic banks, besides being the main body of the market, also play the role of providing social public services. Therefore, if fully based on the analysis of the CRM system, it will be a large number of less resources to generate profits of low-end customers "out of the door", so that the so-called personal banking business as a part of the rich population identity symbol. This is in conflict with the role of many domestic banks in the position of "banks around the bank" and "Citizen Bank".

In any case, the "2/8 principle" of the banking sector points out that 80% of the bank's revenue comes from 20% of its customers. How to find these 20% customers through CRM, and explore the value of them, it is worth the bank to think seriously.