CN101877102A - Bank customer relationship management (CRM) system and operation method thereof - Google Patents
Bank customer relationship management (CRM) system and operation method thereof Download PDFInfo
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Abstract
The invention provides a bank customer relationship management (CRM) system. The bank CRM system comprises a customer information integration subsystem for generating unified customer information data according to database integration of a related external system, a customer relationship information file subsystem for storing and integrating unified customer information, a customer relationship information management subsystem for providing a management model and a management interface for the customer information integration subsystem, and a customer relationship information service subsystem for providing application services of customer information based on the customer relationship information file subsystem for the related external system. The bank CRM system has the advantages of better understanding customer needs, and providing more complete and high-quality individualized product services through comprehensive analysis of recorded information.
Description
Technical field
The present invention relates to a kind of bank customer relationship management (CRM) system and operation method thereof, belong to financial services technology field.
Background technology
CRM is the abbreviation of Customer Relationship Management, i.e. customer relation management is proposed by Gartner Group at first, and what emphasize is that CRM is a kind of commercial strategy.The purpose of customer relation management is to set up a system, makes enterprise form brand-new relation coordinated with each other aspect customer service, market competition, sale and the support.Thisly be intended to improve the novel administrative mechanism that concerns between enterprise and the client, be implemented on the enterprise market marketing, serve the field relevant such as technical support with the client.Utilize the crm system can be by providing quicker and thoughtful good service to attract and to keep more client; By the general management of operation flow being reduced the cost of enterprise; Utilize crm system enterprise can collect, follow the trail of and analyze each client, fully understand their demand, and delivering in their hand that the client wants; Utilize crm system can observe and analyze client's behavior, make enterprise and client's relation and enterprise's profit all obtain optimization extremely to the influence of enterprise profit.
Here, we do a recapitulative introduction to CRM mechanism performance in practice, and our opening one's minds to crm system is described thus.
We can examine enterprise abstractively and regard an entity as, and inner functional structure is divided into three levels, and first level is the marketing of product and sells level, mainly is the market work of finishing enterprise product, finish product and sell process to the client; Second service and support level that level is a product, no matter enterprise sells the client which type of product, and enterprise all will bear the work of the after sale service of product; The 3rd design and production level that level is a product, this is the core competitiveness of enterprises.
As shown in Figure 1, actual between traditional enterprise and the client is a kind of simple relation, present the client, enterprise practical is the entity of a sealing, the client also is the notion of a colony, can only link up alternately by specific interface mutually between client and the enterprise, for enterprise, this interface is exactly its marketing department and sales department.
After we introduced this notion of CRM, actual was to have introduced a kind of new enterprise management mechanism, and some variations take place in the operation control meeting of enterprise.
As shown in Figure 2, after enterprise introduces customer account management mechanism, see over from the visual angle of enterprise, after this colony of client can resolve by CRM, form the client's individuality that has various individuality formations one by one, and from the client visual angle, then client's demand not only can arrive at client's the legacy interface marketing department by CRM, and can be deep into the service and support level of product, like this enterprise can according to client's personalization features finish to the client from marketing, be sold to the services of a series of personalizations of service support.These characteristics all are the characteristics that present our seen various CRM software systems are embodied, it is actual to be based on enterprise's this notion of marketing, product and other service have been added to client's personalization, from being the notion of a customer care in essence, the notion of this notion and CRM generally speaking also matches.
Yet along with the development of banking, the product that can satisfy the rich and varied individual demand of client is only the sharp weapon of banking market competition.Like this, we need support the customization of customer personalized product by this innovation mechanism, and set up software systems and realize this mechanism the innovating of CRM mechanism, provide support platform for bank finally obtains market advantage.
Summary of the invention
The purpose of this invention is to provide a kind of bank customer relationship management (CRM) system and operation method thereof, coming provides personalized service for the client.
Purpose of the present invention is achieved through the following technical solutions:
A kind of bank customer relationship management (CRM) system comprises: customer information integron system is used for generating unified customer relationship information data according to the database integration of associated external system; Customer relationship message file subsystem is used for the unified customer relationship information of storage integration; The customer relationship information management subsystem is used to customer information integron system that administrative model and administration interface are provided; The customer relationship information services subsystem is used to the associated external system that application service based on the customer information of customer relationship message file subsystem is provided.
Further, described client information management subsystem comprises customer relationship message file integration management module, and the integration model of the associated external system database that is used to provide different also sends the information integrated subsystem of customer relationship to.
Further, described client information management subsystem comprises customer relationship message file access services administration module, be used for providing different Access Model at different user, Access Model to comprise access rule and access rights control to the customer relationship application subsystem.
Further, described client information management subsystem comprises customer relationship message file information management module, be used for maintenance update customer relationship information, customer relationship message file information management module comprises that client's essential information safeguards submodule, customer credit maintenance of information submodule, consumer product information are safeguarded submodule and client's historical information storage and management submodule.
Further, described customer relationship information services subsystem comprises, client identity verification service module is used for the client's essential information verification client identity based on customer relationship message file subsystem stores; Customer information inquiry service module is used for inquiring customer information and the customer information analysis result is showed the client; Product scope check service module is used for based on the trading privilege rule of customer relationship message file subsystem stores the authority of concluding the business being authenticated; Client's grade is handled service module, is used for customer type and grade at different significance levels, carries out transaction processing according to the rule of setting; Customer information dynamically adapting service module is used for analyzing according to client's log information, and client's sign is dynamically adjusted; Personalized customization service of goods module is used for carrying out professional according to client's personalized customization rule.
Further, the customer relationship information of described customer relationship message file subsystem comprises: client's basic document comprises client's natural information, social information, communication information; Client's ledgers data comprises the data information of client's all kinds of bank accounts; Client's product concerns data, comprises the service relation data of client to product; Client's credit information comprises the description and the information of client's credit evaluation; The customer relationship data comprises all kinds of incidence relation data between client and the client.
Further, described product concerns and is provided with the consumption settlement accounts in the data, consumption settlement accounts can corresponding a plurality of customizations service of goods, the data of the service of goods of described customization comprises one of them of following data at least: product channel data, service of goods customization data, the professional and bill data of product, the preferential data of product, product is shown loving care for data, product authority data, product historical summary.
Further, described client's credit information comprises client's grade archives and client's credit line.
Further, described customer relationship data comprises the incidence relation information between corporate client and the corporate client, the related information between related information between the individual client and individual client and the corporate client.
Purpose of the present invention also realizes by the operation method that a kind of like this bank customer relationship management (CRM) system is provided, this method may further comprise the steps: the customer relationship information management subsystem generates the integration model at different associated external system databases, and sends customer information integron system to; Customer information integron system combination customer information generates unified customer relationship message file, and customer relationship message file access rule information, sends customer relationship message file subsystem to; Customer relationship message file subsystem stores is integrated unified customer relationship information and customer relationship message file access rule information; Customer relationship information that the customer relationship information services subsystem provides according to customer relationship message file subsystem and customer relationship message file access rule information provide application service for the business of associated external system.
Beneficial effect of the present invention is embodied in: by the analysis-by-synthesis of information to record, understand client's demand better, seek top-tier customer, service of goods more perfect, high-quality personalization is provided for it, thereby attract more client, make the bank status of in keen competition, having the advantage.
Description of drawings
The invention will be further described below in conjunction with accompanying drawing:
Fig. 1: the traditional forms of enterprises of background technology of the present invention and customer relationship figure.
Fig. 2: the enterprise of the introducing crm system of background technology of the present invention and customer relationship figure.
Fig. 3: the enterprise of bank customer relationship management (CRM) system of the present invention and customer relationship figure.
Fig. 4: the overall design drawing of bank customer relationship management (CRM) system of the present invention.
Fig. 5: the customer relationship information material structural drawing of bank customer relationship management (CRM) system of the present invention.
Fig. 6: client's product authority synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Fig. 7: client's service of goods customized information synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Fig. 8: client's product historical information synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Fig. 9: client's credit information synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Figure 10: the corporate client management information synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Figure 11: the customer information integron system schematic of bank customer relationship management (CRM) system of the present invention.
Figure 12: the CRIF access services management synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Figure 13: the CRIF information management function synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Figure 14: the customer relationship service subsystem synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Figure 15: the customer relationship service subsystem module map of bank customer relationship management (CRM) system of the present invention.
Figure 16: the customer information file synoptic diagram of bank customer relationship management (CRM) system of the present invention.
Embodiment
The present invention has disclosed a kind of bank customer relationship management (CRM) system and operation method thereof.Below by specific embodiment the present invention is specifically described.
Fig. 3 is the enterprise and the customer relationship figure of bank customer relationship management (CRM) system of the present invention, and as Fig. 3, the present invention has set up the relation of client and product design and production level, and the extension of this customer relationship has caused the essential change of CRM mechanism.Under this mechanism, client's individual demand not only can influence the market and the service system of enterprise, can also make the client can directly implement to demand the production line of enterprise.This operation control to enterprise has proposed bigger challenge, the production of enterprise will be produced pattern in batches from the large-scale standardization of modern industrial society and be returned to the small-scale customized production pattern of tradition once more, the custom model of certain and traditional handicraft workshop is compared, present this small-scale customization is a kind of mass customized in fact, a kind of accuracy production model under information-based means help.
Crm system is analyzed customer information by setting up customer information database, helps bank to formulate corresponding client's strategy, thereby bank is had the advantage in keen competition.
Therefore crm system key problem to be solved is exactly the integrated reunification of customer relationship message file, the specific embodiment of the present invention is set up unified customer information database outside the core business system of bank, the centralized management customer information, make the customer manager can inquire about its condition of assets and application in bank's integral body, to reach the purpose of science financing, provide the unified management of customer information simultaneously for the card system of bank.According to such thinking, the bank customer relationship management (CRM) system overall design of the specific embodiment of the present invention as shown in Figure 4.
Bank customer relationship management (CRM) system is to be based upon in the external system environment, and outside related system is made of the various application systems of bank, comprises core business system, bank system of web, call center system, lowboy operation system of bank etc.The external system environment is with the information-based environmental correclation of each bank, generally not have the restriction of fixing.Can add at any time or reduce.Crm system provides unified customer profile data for the real-time running and the analysis-by-synthesis of bank, for client's business demand provides seamless being connected with the back-end processing system, supports the visit of foreground to client's integrated information.
The core content of crm system is by customer relationship message file (CRIF) subsystem, customer information integron system, customer relationship information services subsystem (CRIA), customer relationship information management subsystem formations such as (CRIM), wherein, customer relationship message file subsystem is realized the storage to customer profile data, and management is based on the customer profile data of product rule; The customer relationship information management subsystem provides concrete computer management tools, and the basis is the business rule of customer information, and these rules also are the bases of whole C RM; The customer relationship information services subsystem then is the concrete application of customer information, and the daily record of record application simultaneously can be upgraded on the basis of customer relationship information services subsystem for dynamic programming in some customer relationship information management subsystem.
From architectural framework, the relation of it and outside related system is depended in the location of crm system, present two places of this relation table:
The relation of crm system and external system database: by the information integrated subsystem of crm system, the database of customer relationship message file subsystem and each outer application system exists a kind of exchanges data relation.
The relation of CRM and outer application system: by the application service interface of crm system, outer application system can directly be visited the application program of CRM by the service call mode, obtain the application service of crm system thus.
Two kinds of above-mentioned relations, a kind of at data, a kind of at application service; At the relation of data are a kind of two-way exchange relations, then are a kind of unidirectional call relations at the relation of application service.
The content of each subsystem is described respectively below us.
Customer information integron system is specific as follows.
In the present various product application and service channel of bank, a lot of operation systems and service system have all been set up the customer information system of oneself according to service needed separately.But these customer information systems are independently of one another, physically do not get in touch, and formed the isolated island one by one of customer information system.Meanwhile, the customer information in each customer information system exists serious repeatability and information inconsistency problem.The dispersiveness of customer information is to cause the uneven major reason of the various channel service qualities of financial circles, also is simultaneously to cause bank's service quality in continuous expansion service channel but to be difficult to the basic reason that promotes.Under the more and more fierce situation of industry competition today, offering the perfect and comprehensive service of client is the important means that bank strives for customer resources.And at present customer information system separately independently under the situation, many services to the client are difficult to realize.Lift simple example, under the traditional financial product service system of bank, bank is easy to satisfy such customer demand:
Inquire about a certain account (credit card, current or other account's) remaining sum, the transaction details bill.
Handle a certain account (credit card, current or other account) and carry out the payment by the transfer of account business.
(credit card, current or other account) pays the fees or the like by specified account.
But today, the client was easy to propose some demands like this in open sales counter or other service system:
The client is in all kinds of deposit account overall balances of bank.
The client is in the transaction journal bill of all kinds of channels.
Of that month all kinds of details or the like of paying the fees of client.
Correspondingly, and the customer manager of bank also often runs into such situation, when client's apply for loan, needs to understand the client in all conditions of assets of bank, needs transaction record of inquiry client or the like.
The key that solves the problem of customer information dispersiveness is to carry out the integration of customer information.The purpose that customer information is integrated then is to realize that service customer-centric is integrated.Customer information integron system promptly is used to integrate the customer information that in the past is dispersed in each position, and it relies on the integration model of customer relationship information management subsystem generation, integrates the customer information of each outside related system.
Customer relationship information material file (CRIF) subsystem is specific as follows.
Customer relationship information material file subsystem is the information data content of CRM, the data storage of managing customer information, and for CRIF, crm system provides unified interface definition instrument, realizes distribution CRIF unification logically.
Fig. 5 is the static structure of customer relationship, and as shown in Figure 5, the basic structure of customer relationship has five parts to constitute: client's basic document, client's ledgers data, client's product concern data, client's credit information and customer relationship data.Product information then is the core content of CRIF.
Client's basic document mainly comprises:
Natural information, as: name, date of birth, sex, family status etc.;
Social information, as pursue an occupation, post, income etc.;
Communication information, as client's contact method, contact number, client's communication information will be divided into day and night two classes.
Client's basic document is represented client's base attribute information, is the basis of setting up the customer relationship data bank.
As Fig. 5, client's ledgers data mainly comprises the data information of all kinds of bank accounts, and account's type comprises universal account, deposit account, loan account and credit card account etc., and wherein universal account is meant the account resemble the all-purpose card.Client's ledgers data establish two purposes: the one, set up the key element scope of client at bank transaction, the 2nd, set up client's asset-liabilities information.In fact, numerous customization services all will realize on the basis of client's ledgers.
Client's product concerns that data is meant the service relation data of client to product, it is the major part of whole C RM system, all client's products concern that data all is to be based upon on the basis of consuming balance account, a consumption balance account can corresponding multiple customization service of goods, and the service of goods data of customization is made of service content customization, authority, account and bill, preferential rule, care data and channel etc. again.
Product concerns that the basis of data is the consumption balance account, and it is different with the accounting account of bank, is that bank is the basic balance account that the client sets up when a certain series products of consumption, and its function has service charge clearing, total mark of consumption, consumption guarantee etc.Some consumption account who notes sets up voluntarily at crm system, is not client's bank account.Generally speaking, the consumption account only is a record client consumption information, and it is inferior accurate.Each consumption account can provide support for a plurality of products.
Client's product concerns that data is the core of whole customer information data bank, in crm system, can realize various services of goods at an easy rate according to the data structure of this customer relationship structural design, and for example: total mark of consumption, product are preferential etc.
Except client's product of representing at Fig. 5 concerns the data, also have some more detailed client's product relation informations like this:
(1) client's product channel data
The channel register information that the client uses in bank is described.
(2) client's product authority data
CRM manages and provides the client to carry out the required service authority data information of business processing.Its model as shown in Figure 6, wherein:
Client traffic authority representative: the client can with the basis of bank's agreement on, its service item that needs of management in CRM.
Clients' accounts authority representative: during client's RT register traffic authority, specify in the key business of using in the business and handle account number, and with bank's book of signing the agreement.
The representative of client trading amount authority: the client can specify single, the odd-numbered day accumulative total maximum dollar amount of a certain business (as remittance), and the transaction that surpasses the control amount of money then requires special authorisation process
(3) client's service of goods customized information
Customer personalized service is provided, and the customer manager can be according to the requirement of customer demand and work, the customize services content.
Its model comprises as shown in Figure 7:
Service customization: the element of transaction that definition is professional, time of origin, the notice prompting mode is simplified concrete operating process.The execution of client traffic customization can be divided into carries out and regularly carries out two kinds of patterns in batches.
Bill customization: can define the kind of client's bill, content, classification form, contents such as notice time.
Combine: comprehensive above-mentioned customized content is a core with the business, carries out the combined information customization at special business.
(4) client's product historical information
Accumulating data of this part various service of goods that to be bank provide the client, concrete model comprises as shown in Figure 8:
Historical detailed account of client and statement of account: the record client is in the transactions history of core product.
Client trading daily record: the various transaction codes done at various channel of record client, successful sign.
The daily record of client's finance flowing water: the information of record client finance Account Disposal aspect, content comprises transaction account, dealing money, debt-credit sign, transaction title etc.
The customer complaint record: the content of record customer complaint, result, client's information such as satisfaction can be analyzed the discontented part of client to bank well by complains records, find the problem that exists in bank's work, thereby improve the service quality of bank.
The client advises record: every business that the record client proposes bank, service and product suggestion, the product that production and marketing is satisfied the need can be taken this to design in bank.
Client's record of seeking help: type, content and result that the record client seeks help.
Client's search record: the record client is to interest, suggestion and the query of bank product, service.
Client's credit information is meant the description and the information of client's aspects such as credit evaluation, and it is based upon on other a few class data bases.Its model as shown in Figure 9, it comprises:
(1) client's grade archives
The client can be different to bank's significance level.System should set up the client the grade archives, identify the significance level of this client to particular merchant.
(2) client's credit line
At the amount control information that the client sets up, can repay record according to client's consumption and credit at ordinary times, dynamically increase and decrease client's credit line.
All kinds of incidence relation information between client's related information record corporate client and the client, wherein corporate client related information main contents comprise as shown in figure 10:
(1) interior tissue data
Describe the membership credentials between client and the subordinate,, describe natural relation and financial relations between the client for the individual client.For corporate client, then be generally used for the management of conglomerate.
(2) cooperative institution's material
Description business contact relation, the main description payee relevant with client's payment transaction, generalized case has gathering client, gathering trade company, this several types of agency.
Agency is mainly used in as the business relations people and collects service charge.
(3) supervision department's data
Client's supervision department or superintendent can operate client's data at any time.The superintendent has the supervision control of authority.
Individual client's related information mainly is data such as person-to-person kinship, pair bond, can extend family information thus.
Related data between individual and the unit under related information between the enterprise mainly is the individual.
Below introduce the client information management subsystem.
The client information management subsystem is the banking personnel to the interface systems of CRIF operation, and purpose is to set up administrative model, for the foundation of customer information application service lays the first stone.It comprises customer relationship message file integration management module, customer relationship message file access services administration module and customer relationship message file information management module again, is described below respectively:
Customer relationship message file integration management module:
It can integrate customer information, and unified management and application interface is provided.Its structure as shown in figure 11.At different sector applications, each application system may be set up customer information database separately, and the sector application that some has existed is not because historical reasons also may be set up corresponding customer information system, therefore, CRIM provides different external client's database Integration models, definition integration rules and interface, the management integration service, and provide basic integrated service developing instrument, visit, extraction and the reorganization of model realization to all kinds of external client's database informations integrated in the system call of customer information integron, produces the customer information record of standard.
Customer relationship message file access services administration module:
As Figure 12, customer relationship information application service subsystem meeting access customer relation information information paper subsystem, the visit of customer relationship information material file subsystem determines that according to Access Model CRIM provides the administration module to customer relationship information material file subsystem Access Model.Access Model comprises two aspects such as access rule, access rights control.
The rule of customer relationship information material file subsystem visit can define in advance, at different customer relationship information material file subsystem users, show different thresholdings, give the modification of different rights simultaneously customer relationship information material file subsystem.For example the customer manager can browse client's essential information, makes corresponding modification according to the more New Deal that the client proposes; Also can browse client's credit rating value, but can not make an amendment.
The access control of customer relationship information material file subsystem will be at the zone and the authority of the strict limiting access of different user, and wants the detailed process of record access, so that inquiry.
Customer relationship message file information management module:
Set up one of purpose of crm system, will reflect client's information in time, exactly exactly, so that understand the client better, provide more perfect service for it, thereby, create limitless business opportunity also for bank attracts more client.And customer information might change, and the part of variation may be the essential information part, also may be multidate informations such as credit rating.So, the management of customer relationship message file information (CRIF) becomes crucial part.
The concrete function of CRIF information management comprises as shown in figure 13:
(1) client's essential information maintenance module
Be responsible for the foundation of Customer ID and the maintenance of related data.
Client's essential information maintenance module is supported two kinds of patterns: artificial signatory maintenance and system safeguard automatically.
Artificial signatory several like this situations that are directed to: it (can be lowboy that the registration of client's essential information generally needs to the site sales counter, also can be high cube container) manually handle, the renewal of client's valuable source information and deletion need again signatory handling, and can upgrade at any time and delete for the partial information customer manager.
After the site set up customer information, system can use automatic collection of the service of passing through and record client trading information by metadata acquisition tool and customer information system, finishes the automatic maintenance of customer information.
(2) customer credit maintenance of information module
Customer credit rating is by bank the client to be judged, is maintained in the CRIF system by the operator of bank.Customer credit information can be dynamically updated according to the principle that bank formulates by system.
The standing information that the customer manager can check, but can not make amendment.
(3) consumer product information maintenance module
This is the module of maintain customer in the various service product information of bank's registration.
System can register by two kinds of approach: a kind of is the sales counter registration, and registration is added in the database a kind of after contracting by the site sales counter.A kind of is self-service registration, can carry out the selection of product item by Web bank, self-aided terminal.
To comprise authority limiting parameter during product information is safeguarded, be specially for product:
Account limitations: the designated key business handle account number specially, and with bank's book of signing the agreement, professionally between the account number of registration, carry out.
The transaction limit restriction: the client can specify single, the odd-numbered day accumulative total maximum dollar amount of a certain business (as remittance), and the transaction that exceeds amount of money scope can not be carried out, and simultaneity factor is sent transaction early warning notice to the client.
(4) storage and management of client's historical information
Client's historical information is kept at database, is extracted from other operation system automatically by system and stores and manage.Provide backup functionality for transaction journal information and log information system.Provide the function of timely cleaning for ephemeral data, the high efficiency of maintenance system reduces the redundancy of system.
Below introduce customer relationship information services subsystem (CRIA).
The customer information application subsystem is the service environment that crm system provides, in the implementation procedure of concrete operation flow, to operate according to the Rule Information (leaving in the customer relationship information material file subsystem) that client information management (CRIM) realized, realize customer-oriented operate services environment, business procedure is finished in an environment based on customer information fully, utilize feedback data analysis simultaneously, dynamically adjust the pre-defined rule in the customer relationship information material file subsystem, set up the dynamically adapting relation between customer information and the application process, improve the awareness of business to customer, farthest realize the value of system.Its mechanism as shown in figure 14.
The modular design of customer relationship information application subsystem comprises as shown in figure 15:
Client identity verification service: customer relationship information material file subsystem storage client's essential information comprises proof of identity information such as customer ID.In for the process of client by service, system provides the verification service to client identity.
The customer information inquiry service: providing with unified customer ID is the service that the customer information to the client of base index is inquired about, can be with the result of customer information analysis by chart, and forms such as form show the client.
Product scope check service: customer relationship information material file subsystem storage client's trading privilege rule, in the transaction processing process, system provides the Authority Verification process to transaction to comprise trading limit, account's authority, the scope check service of projects such as service authority.
Client's grade is handled service: at customer type and the grade that different significance levels set, carry out transaction processing according to rule.Provide the service of different brackets according to levels of clients to the client, for example the client of VIP can provide preferential policy in projects such as service charge or loan interest rate, preferentially handles on service order.
The service of customer information dynamically adapting: analyze according to client's log information, client's sign that permission is adjusted to part (as VIP sign, transaction limit) etc. is dynamically adjusted, and the rule of adjustment is in system's external definition.
The personalized customization service of goods: system provides the rich personality customize services for the client.The professional execution service of personalized customization is professional according to client's personalized customization rule execution, offers customer personalized service and can satisfy customer personalized demand, makes system become each client " customer bank ".
Below summarize some characteristics of bank customer relationship management (CRM) system of the present invention.
Design framework based on the client file of client's product relation information.As shown in figure 16, during design customer information storehouse, we realize setting up is relation information between client and the bank service product, on the consumer product information basis, extends client's general ledger information, the metric that reflection client product concerns.Further, we have designed client's credit information again, as a usage degree value of client's general ledger information.Such benefit is, can land product relation most crucial in the customer relation management according to the characteristics of bank, can be so that client's product relation can directly instruct the financial service of bank to client's profound level.
Can be at the product of customization personalization
System supports the customization at each client's service product, generally adopts the mode of parameter modulation to realize.Make that like this bank passes through native system, become each client independently " customer bank ".
The information gathering point of multiple channel
The basis of crm system is a customer information database, customer information file just, and the data acquisition in the database is the basic demand of crm system, the information acquisition pattern of native system support craft and automated manner, except the artificial CAMEL-Subscription-Information of necessity, most information are to utilize interface routine to gather automatically, and utilization has existed information to integrate substantially as far as possible, can reduce the typing workload of information.
The whole network services shared pattern
Crm system is the centring system of bank client service system, and every services all needs to obtain the support of crm system.Therefore native system provides special CRIA subsystem, can both open interface to each operation system in the network, thus the data of accomplishing crm system can be supported the whole network system.
Realize the amount automatic adjustment mechanism of service of goods
System can analyze according to client's log information, and client's transaction limit, credit line are adjusted automatically, and this adjustment realizes by a kind of rule definition again, safeguard in the rule definition external file, and be without update routine revising rule.
Realize the automatic adjustment mechanism of client's grade
System can analyze according to client's log information, can adjust automatically client's grade, and the client who often is engaged in block trade can be set to VIP client automatically.
The class-of-service and the business that realize the client are preferential
Significance level at the client, can carry out classification according to rule and handle, provide the service of different brackets, for example client of VIP to the client according to levels of clients, can in projects such as service charge or loan interest rate, provide preferential policy, on service order, preferentially handle.
Complete customer view
The customer information of each database of system combination can provide relevant client's complete information view to the user, sets up client's comprehensive bill, thereby researches and develops novel service kind.
Support polytype client's incidence relation
System can compatible client and the client between no relationship type, the service of the group of enterprises of different modes such as comprising conglomerate, holding enterprise, associated enterprises, government regulation can be provided.
Support general ledger management mode customer-centric
System can support the general ledger management function of each account of client, can provide complete balance sheet at the client, thereby estimates the support data that client's credit, auxiliary client's financing provide the foundation for bank.
Can realize client's character loan business easily
By the data of client's general ledger, credit grade that can the rational evaluation client, thus appraise and decide client's credit line, to client's service of lending money on credit, effectively expanded the service of goods space of bank.
Analyze client's channel preference, realize the movable and support between the channel
Different channels can bring the client the different means of services according to the characteristics of oneself, by the integration of CRM to the CRIF in the various channel application systems, can set up the relation of client between different channels, share the channel Transaction Information, thereby make bank can grasp client's concrete channel preference, adopt best channel means to provide service to the client.
Utilize the control of authority of product to realize service security
At the security requirement of bank service, system has carried out multiple control of authority in the product aspect, comprises transaction limit control, account boundary Control, the direction of transferring accounts control etc., thereby has farthest ensured the security of client traffic.
System provides and has independently integrated model, supports the integration of customer information
Customer data in the customer relationship information material file subsystem comes from different system, need handle the format and content of these data, and could integrate becomes a effectively customer data.System provides and has independently integrated model, adopts the script editor, leaves in the configuration file, calls execution by the customer information integrate module, finishes the integration work of information.These configuration files can be made amendment at any time according to demand, and need not revise system program.
Automatically integrate and the artificial data integration pattern that combines of integrating
System provides automatic integration function on the one hand, can handle the data of the relevant customer information in the database of each external system and merge according to integrating model, the systemic-function of artificial integration also is provided on the other hand, can not adopt the data of automatic processing for some, can in artificial integration function, finish processing.
System provides the message reference service, supports the visit of external system to the customer information storehouse
The foundation in customer information storehouse is in order to support each external system to finish the function of customer service, therefore need to provide calling interface to external system.Because the complicacy of external system on using, system provides independently message reference service model, Access Model is independent invocation protocol, access rights, rule etc., form a series of access services, the parameter that external system mainly is correlated with according to the requirement configuration of Access Model, can finish data access, farthest make things convenient for being connected of CRM and external system the customer information storehouse.
Adopt the independently design of product consumption account
Because the consumption account that adopts, can adjust client's total quantity consumed, can carry out integration managing and consumption is preferential at the client simultaneously, make that the Service Management to different clients can be embodied in client's repayment
Be adjusted into the product policy management on basis with service
Various service preferential policies that can the curstomer-oriented tailor-made product like this can be under with a kind of product, by personalized service, and need not develop new product function to the client.
Support the products catalogue structure, be beneficial to the realization of product line function
On the product information structure Design, support bibliographic structure, can under a product, extend design like this and develop multiple new product, thereby form a product line or product line.
Support sharing of preferential policy
Because system has considered the incidence relation between client and the client, can set up client's consumption relation group, can merge client's preferential policy like this, thereby provide support for the client shares preferential policy.
Although be the example purpose, preferred implementation of the present invention is disclosed, but those of ordinary skill in the art will recognize that under situation about not breaking away from by the disclosed scope and spirit of the present invention of appending claims, various improvement, increase and replacement are possible.
Claims (10)
1. a bank customer relationship management (CRM) system is characterized in that, comprising:
Customer information integron system is used for generating unified customer relationship information data according to the database integration of associated external system;
Customer relationship message file subsystem is used for the unified customer relationship information of storage integration;
The customer relationship information management subsystem is used to customer information integron system that administrative model and administration interface are provided;
The customer relationship information services subsystem is used to the associated external system that application service based on the customer information of customer relationship message file subsystem is provided.
2. a kind of bank customer relationship management (CRM) system according to claim 1, it is characterized in that: described client information management subsystem comprises customer relationship message file integration management module, and the integration model of the associated external system database that is used to provide different also sends the information integrated subsystem of customer relationship to.
3. a kind of bank customer relationship management (CRM) system according to claim 1, it is characterized in that: described client information management subsystem comprises customer relationship message file access services administration module, be used for providing different Access Model at different user, Access Model to comprise access rule and access rights control to the customer relationship application subsystem.
4. a kind of bank customer relationship management (CRM) system according to claim 1, it is characterized in that: described client information management subsystem comprises customer relationship message file information management module, be used for maintenance update customer relationship information, customer relationship message file information management module comprises that client's essential information safeguards submodule, customer credit maintenance of information submodule, consumer product information are safeguarded submodule and client's historical information storage and management submodule.
5. a kind of bank customer relationship management (CRM) system according to claim 1 is characterized in that, described customer relationship information services subsystem comprises,
Client identity verification service module is used for the client's essential information verification client identity based on customer relationship message file subsystem stores;
Customer information inquiry service module is used for inquiring customer information and the customer information analysis result is showed the client;
Product scope check service module is used for based on the trading privilege rule of customer relationship message file subsystem stores the authority of concluding the business being authenticated;
Client's grade is handled service module, is used for customer type and grade at different significance levels, carries out transaction processing according to the rule of setting;
Customer information dynamically adapting service module is used for analyzing according to client's log information, and client's sign is dynamically adjusted;
Personalized customization service of goods module is used for carrying out professional according to client's personalized customization rule.
6. a kind of bank customer relationship management (CRM) system according to claim 1 is characterized in that, the customer relationship information of described customer relationship message file subsystem comprises:
Client's basic document comprises client's natural information, social information, communication information;
Client's ledgers data comprises the data information of client's all kinds of bank accounts;
Client's product concerns data, comprises the service relation data of client to product;
Client's credit information comprises the description and the information of client's credit evaluation;
The customer relationship data comprises all kinds of incidence relation data between client and the client.
7. a kind of bank customer relationship management (CRM) system according to claim 6, it is characterized in that, described product concerns and is provided with the consumption settlement accounts in the data, the service of goods that consumption settlement accounts can corresponding a plurality of customizations, and the data of the service of goods of described customization comprises one of them of following data at least: product channel data, service of goods customization data, professional and the bill data of product, the preferential data of product, product is shown loving care for data, product authority data, the product historical summary.
8. a kind of bank customer relationship management (CRM) system according to claim 6 is characterized in that: described client's credit information comprises client's grade archives and client's credit line.
9. a kind of bank customer relationship management (CRM) system according to claim 6, it is characterized in that: described customer relationship data comprises the incidence relation information between corporate client and the corporate client, the related information between related information between the individual client and individual client and the corporate client.
10. the operation method of a bank customer relationship management (CRM) system according to claim 1 is characterized in that, may further comprise the steps:
The customer relationship information management subsystem generates the integration model at different associated external system databases, and sends customer information integron system to;
Customer information integron system combination customer information generates unified customer relationship message file, and customer relationship message file access rule information, sends customer relationship message file subsystem to;
Customer relationship message file subsystem stores is integrated unified customer relationship information and customer relationship message file access rule information;
Customer relationship information that the customer relationship information services subsystem provides according to customer relationship message file subsystem and customer relationship message file access rule information provide application service for the business of associated external system.
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Application publication date: 20101103 |