Banking CRM Theory and Practice

Author: Wang Shi
Publisher:
Publish Date: 2005-02-01
Features: "Banking CRM Theory and Practice," "Bank Customer Service Center Planning and Construction," and "Bank Customer Service Center Operations Management" are part of the Banking Special Topic Series within the "Customer Service Center Technology and Management Series." Starting from basic marketing theories, the series summarizes and analyzes the past, present, and future of bank customer service centers both domestically and internationally, demonstrating strong industry relevance. The series conducts in-depth discussions from a multidimensional and integrated perspective. It begins by analyzing the logical and physical connections between businesses and customers, then discusses planning, construction, and operations management—each relatively independent yet interconnected. While examining business needs, it explores technological advancements; while summarizing international experiences, it introduces domestic practical environments. The series explains concepts while also proposing concrete, actionable methods. The authors are either experienced banking technical professionals, seasoned industry operation management experts, or key figures in the domestic integration industry. Therefore, the content is rich in practical experience and includes authoritative materials from both domestic and international sources. This book serves as a guide for the planning and standardization of CRM systems in banks. Through an introduction to CRM concepts and principles, it provides a rational analysis of CRM, along with an objective and detailed discussion of the necessity and background for banks to build CRM systems. To better implement CRM in banks, the book establishes guiding construction standards—the Bank CRM System Framework, which is the essence of the book. Under this framework, it outlines the key points and details of each application subsystem in a bank's CRM system, provides a concise explanation of the core processes involved in building CRM systems, and elaborates on mature project implementation and management methods. To clarify the return on investment for bank CRM, a non-core business system, the book proposes practical and feasible measurement methods through focused discussions. Finally, the book offers valuable insights for bank CRM builders by analyzing CRM products and application cases. With CRM theory as its core and the CRM standard framework as its guide, the book comprehensively introduces relevant knowledge for building CRM systems in banks, providing practical and effective references for bank managers, customer service representatives, and CRM system builders.