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摘要

当今世界，已经成为全球化的世界，全球化水平越来越高，客户和消费者都接受过良好的教育，见多识广，消息灵通。这种情况增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力，能更高效更快速地选择最好的产品和服务。因此客户关系已成为当今时代竞争的一个重要焦点,所有的公司为了留住客户,获得收入最大化，拼尽全力。当今时代，营销已经不再是简简单单的开发、交付和出售的商品和服务,它正朝着开发和维护客户长期关系的方向发展。因此营销关系使其在所有的业务领域都变得极为重要,不仅仅是在金融服务领域。客户关系管理创造了机会,银行可以通过开发和维系与客户的良好关系获利。

这个项目的目的是更好地了解从客户关系管理中受益的银行和其客户。本研究还旨在确定客户关系管理如何在劳埃德银行集团得以批判性地执行,通过对劳埃德银行集团的数据挖掘过程分析,发现银行的客户细分过程，分析银行的客户保留策略,找出银行如何衡量客户使用期限的价值，并核实客户和劳埃德银行集团之间的关系。

ABSTRACT

Today the world is globalized and customers are well educated and well informed. This has increased the competition among the firms and organisations. The competition elevates the customer bargaining power and switching power to choose the best product and service. Therefore customer relationship has become a focus of importance to all the companies in order to retain the customer as well as maximize revenues. Today Marketing is no more developing, delivering and selling of goods and services, it is moving towards developing and maintaining long term relationship with customers. Therefore relationship marketing has making its important in all the business sectors so as in financial services. Customers Relationship Management creates the opportunity through which the banks can benefit by developing good relationships with their customers.

The aim of the project is to gain a better understanding how the CRM has benefited both the bank as well as its customers. This research also aims to identify how critically CRM has been practiced in Lloyds Banking Group, analysis the data mining process of Lloyds Banking Group, to find out the customer segmentation procedure of the bank to analysis the customer retaining strategy of the bank, to find out how does the bank measure customer life time value and to verify the relationship between the customers and the Lloyds Banking Group.

To validate the purpose of the project has addressed to set of questionnaires, one is for Lloyds Banking Group's employees and other is for customers of the bank. The literature review has also help to understand the answer for the research questions. Both the quantitative as well as qualitative data collection techniques have been adopted namely, survey questionnaire and semi-structure interviews. Some data has also collected through interview of Lloyd's employee and a group of their customers.

Lloyds use CRM as an effective business strategy to classify the most profitable customers for bank. And accordingly bank gives priorities those customers through individualized marketing, reprising, flexible conclusion building and modify service-all delivered through a variety of sales channels that the bank use. Researcher has found that Lloyds is conducting a campaign management by using data mining task. This campaign helps to make crucial business decisions by exacting suitable, beforehand strange and ultimately logical and actionable awareness from huge databases.

Researcher also has suggested suitable recommendations to the bank to improve the CRM practice in Lloyds Banking Group.

1.0 INTRODUCTION

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