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CCB Sichuan CRM system implementation and evaluation of

Author: ShenJiaZuo
Tutor: ZhangJunYan
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Customer Relationship Management ( CRM ) Balanced Scorecard CRM system Performance Evaluation
CLC: F832.2;F224
Type: Master's thesis
Year: 2009
Downloads: 156
Quote: 0
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Abstract


The customer is the most important resource of the bank , the commercial banks to achieve sustainable development , the implementation of customer relationship management is a must . The face of the competitive environment , the CCB is long recognized the importance of the implementation of customer relationship management . CCB Sichuan as the country CCB earliest implementation of customer relationship management system branches to obtain outstanding results , also also exist customer information resources there is no effective and full utilization , lack of system support in client manager activities , lack of customer churn management , customer-differentiated services , potential customers development issues . In this paper, CRM practical problems faced by the CCB Sichuan , studying how to improve the implementation of the CRM system . Important because a large number of enterprise CRM practice this failed , did not establish clear CRM strategy ; emphasis on technology and ignore the internal ability to upgrade . CRM system implementation services to achieve the goal of CRM strategy . Balanced Scorecard clear description of the CCB customer strategy , decomposition refine the strategic objectives of causality . Analyze the situation and target business model gaps and opportunities for improvement , to submit a comprehensive CRM system implementation plan by the Performance Evaluation dynamic monitoring of the implementation process . Innovations in this paper are as follows: for the above-mentioned problems of the CCB Sichuan customer relationship management , CRM strategy description model based on the Balanced Scorecard . Balanced Scorecard method clearly describe the strategy, and through the chain of causation analysis strategy into specific objectives, based on the analysis of the differences in goals and the status quo , with the CRM system as the core embodiment . The significance of this thesis is to build a CRM system dynamic implementation process to address the enforceability of the CRM strategy , CRM strategy and CRM system construction disconnect between CCB construction and implementation of the CRM system to improve the success rate of implementation of recommendations for improvement .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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