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与CRM&E-G在银行建立客户关系-Building customer relationships with CRM&E-G in Banks [4]

论文作者:www.51lunwen.org论文属性:调研报告 Research Proposal登出时间:2014-03-05编辑:cinq点击率:14297

论文字数:3000论文编号:org201403031614419713语种:中文 Chinese地区:美国价格:免费论文

关键词:Marketing researchMarketing Managemente-Commerce

摘要:The techno-revolution governs the changes in economy. With high rate of change of technology, existing management practices and policies, marketing strategies need to be changed.

es the orientation come to look outside the business and even more towards customers. Until recently, most CRM software focused on simplifying the organization and management of customer information. Such software, called operational CRM, focuses on creating a customer database that presents a consistent picture of the customer’s relationship with the company and providing thatinformation in specific applications. These include sales force automation and customer service applications, in which the company “touches” the customer. However, the sheer volume of customer information and increasingly complex interactions with customers has propelled data mining to the forefront of making customer relationships profitable. 
“Data mining is a process that uses a variety of data analysis and modeling techniques to
discover patterns and relationships in data that are used to understand what your
customers want and predict what they will do.”
 As a common trend customers used to call a clerk as a ‘Sir’ requesting for prompt service but now he calls us as a ‘Sir’ by the bankers considered really as ‘Customer is a king’. Earlier a customer who is the guest of the bank had to stand in front of the clerk for his account operations but now the trend had changed the host and the guest are sitting opposite to the table and the guest is welcomed by a pleasing smile.
 
2.1 Components of CRM
 It is a bundle of sales, Marketing and Customer support applications. Integration of the applications through the web makes the CRM applications really attractive. Transactions are tracked through CRM and integrated with ERP and Data mining is used for the analysis of data.
 
The old concept                                        (Diag.1)
  THE BACK OFFICE (General Manager, Manager Finance, HR,)
 THE FRONT OFFICE (Cashier, Clerk)
 
                                           THE CUSTOMER
 
The Current Concept                              (Diag.2)

THE BACK OFFICE

THE FRONT OFFICE          THE CUSTOMER            THE FRONT 

                                                                                OFFICE
THE BACK OFFICE                                                                (Diag.3)
 
THE INTEGRATION OF CRE & ERP
 
CHANNELS OF                           APPLICATIONS
COMMUNICATION     
                
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