银行业CRM系统中的CIF模型及CallCenter系统设计
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摘要
随着我国加入世界贸易组织，我国经济面临着全面的开放与竞争。有专家认为：在众多行业中，金融业，尤其是我国的商业银行，受到的冲击最强，可能受到的损失也最大，金融业在竞争中的成败，对整个国民经济在世界经济竞争中成败将具有决定性的影响。近十年国外先进的经验表明，现代的银行业务正在由以“资金为中心”向以“客户为中心”的运营模式转变。客户关系管理(CRM)成为银行以“客户为中心”的有效工具，引进客户关系管理的管理理念与管理方法，留住优质客户，是提升银行核心竞争力的有效策略。
本文从建立中国银行业的CRM理念入手，分析了我国CRM建设的现状和要求，总结了在CRM系统中的主要应用的各项数据挖掘技术，并提出符合中国银行业CRM建设实际需要的业务和客户的基本数据模型，以此为基础提出CRM系统中的CIF系统建设的数据模型，同时结合客户的生命周期对银行具体业务的设计提出了建议。同时，论文对CRM系统的重要组成部分——客户服务中心(Call Center)进行了详细设计，对银行Call Center建设从系统整体架构、业务功能设计等多方面进行了深入探讨，对目前困扰银行业的一些问题，如应该采用纯IP解决方案或者是PBX+Voip解决方案，系统整体设计应该是集中式、分布式还是集中分布式等关键问题进行了详细分析和比较，同时设计了实际环境对具体系统性能进行了测试，并对系统的稳定性进行了分析，提出了切实可行的提高系统整体稳定性的系统备份方案。论文旨在通过对CRM建设的理念及应用的全面分析，加速中国银行业的CRM建设速度，助力中国的经济建设在二十一世纪的腾飞。
As a member of WTO, China's opened-up economy is now widely exposed to competition. Some experts believe that of all the businesses, financial industry, particularly commercial banks in China might suffer most. Whether domestic financial industry could win out is crucial to the success of the overall economy. Experience of developed countries in the past decade has shown the modern banking business is shifting from capital-centered to customer-centered with the underlying philosophy that customers are the primary assets of a bank. Customer Relation Management (CRM) is an effective tool for banks to ensure customer centricity. Introducing the philosophy and methods of CRM can be a good strategy for banks to retain their good customers and enhance competitiveness.
This paper looks into the status quo and requirements of CRM development in China's banking industry,lists the Data Mining technology in CRM system and establishes basic business and customer data models fit in this context as the basis of CIF development. Proposals are made on the design of specific banking businesses in relation to the customer life cycles. Call canter, as part of the CRM, is mainly discussed in the paper. The author explores into the overall system structure and business function design, compares between IP or PBX +Voip frame,compares the centralization or distribution of the system ,analyses the stability of the system and make proposals about how system back-up could enhance stability. The author also makes a report of the test of performance of the Call Center system.The paper, with its in-depth analysis of CRM and its application, is intended to serve the CRM development in China's banking industry and its economic growth in the 21th century.
本文从建立中国银行业的CRM理念入手，分析了我国CRM建设的现状和要求，总结了在CRM系统中的主要应用的各项数据挖掘技术，并提出符合中国银行业CRM建设实际需要的业务和客户的基本数据模型，以此为基础提出CRM系统中的CIF系统建设的数据模型，同时结合客户的生命周期对银行具体业务的设计提出了建议。同时，论文对CRM系统的重要组成部分——客户服务中心(Call Center)进行了详细设计，对银行Call Center建设从系统整体架构、业务功能设计等多方面进行了深入探讨，对目前困扰银行业的一些问题，如应该采用纯IP解决方案或者是PBX+Voip解决方案，系统整体设计应该是集中式、分布式还是集中分布式等关键问题进行了详细分析和比较，同时设计了实际环境对具体系统性能进行了测试，并对系统的稳定性进行了分析，提出了切实可行的提高系统整体稳定性的系统备份方案。论文旨在通过对CRM建设的理念及应用的全面分析，加速中国银行业的CRM建设速度，助力中国的经济建设在二十一世纪的腾飞。
As a member of WTO, China's opened-up economy is now widely exposed to competition. Some experts believe that of all the businesses, financial industry, particularly commercial banks in China might suffer most. Whether domestic financial industry could win out is crucial to the success of the overall economy. Experience of developed countries in the past decade has shown the modern banking business is shifting from capital-centered to customer-centered with the underlying philosophy that customers are the primary assets of a bank. Customer Relation Management (CRM) is an effective tool for banks to ensure customer centricity. Introducing the philosophy and methods of CRM can be a good strategy for banks to retain their good customers and enhance competitiveness.
This paper looks into the status quo and requirements of CRM development in China's banking industry,lists the Data Mining technology in CRM system and establishes basic business and customer data models fit in this context as the basis of CIF development. Proposals are made on the design of specific banking businesses in relation to the customer life cycles. Call canter, as part of the CRM, is mainly discussed in the paper. The author explores into the overall system structure and business function design, compares between IP or PBX +Voip frame,compares the centralization or distribution of the system ,analyses the stability of the system and make proposals about how system back-up could enhance stability. The author also makes a report of the test of performance of the Call Center system.The paper, with its in-depth analysis of CRM and its application, is intended to serve the CRM development in China's banking industry and its economic growth in the 21th century.
引文
[1] 江华，数据挖掘在CRM中的运用，北京，中国计算机，2002
[2] Jackal Ma, CRM Pritice in Banking, Hongkong, ITApps White Paper, 2002
[3] Ralph Kimball,"The Data Warehouse Toolkit", 2000
[4] 企业信息化优秀案例选，经济科学出版社，北京，2001
[5] 信息化与政府信息资源管理，北京，经济科学出版社，2002
[6] (美)[维维克·兰纳德夫](Vivek Ranadive)著，实时的魅力：成功企业对实现实时信息技术的反应和应用，清华大学出版社，北京，2001
[7] (加)杰姆·G.巴诺斯(James G. Barnes)著，客户关系管理成功奥秘：感知客户，机械工业出版社，北京，2002
[8] (美)帕翠珊·B．希伯尔德(Patricia B. Seybold)等著，客户关系管理理念与实例，机械工业出版社，北京：2002．
[9] 杨德宏，李玲编著，客户关系管理成功案例，机械工业出版社，北京，2002朱爱群编著，客户关系管理与数据挖掘，中国财政经济出版社，北京，2001
[10] Barry Devlin, "Data Warehouse from Architecture to Implementation", http://www.dwway.com/,2002
[11] Sam Anahory、Dennis Murray, "Data Warehousing in the Real World",http://www.dwway.com/, 2002
[12] Vivek R. Gupta, "An Introduction to Data Warehousing", http://www.dwway.com/, 2002
[13] The Case for Data Warehousing, http://www.dwway.com/, 2002
[14] The Case Against Data Warehousing, http://www.dwway.com/, 2001
[15] Bernard (Bernie) Boar, "Understanding Data Warehousing Strategically", http://www.dwway.com/, 2002
[16] Ralph Kimball, "Is Yur Dimensional Data Warehouse Expressive?", http://www.dwway.com/, 2003
[17] SAS Enterprise, Data Mining and the Case for Sampling Solving Business Problems-Using SAS Enterprise Miner? Software
[18] W. H. Inmon, "Insurance Data Modal", 1999
[19] Wayne W. Eckerson, "The Decision Support Sweet Spot", http://www.dwway.com/, 2003
[20] Sanjay Soni, Zhaohui Tang, Jim Yang, "Performance Study of Microsoft Data Mining Algorithms", http://www.dwway.com/, 2003
[21] Remedy Coropation, "Remedy Helpdesk", 2002
[22] Remedy Corportion,"Remedy Asset", 2003
[23] S1 Corprotion, "Edify CFA White Paper", 2002
[24] WilliamH.Inmon, "Data Models—Banking and Finance", http//www.dwway.com/, 2001
[25] 王广宇著，客户关系管理(CRM)：网络经济中的企业管理理论和应用解决方案，经济管理出版社，北京，2002
[26] 田同生著，客户关系管理的中国之路，/机械工业出版社，北京，2001
[27] Jill Dych,The CRM handbook: a business guide to customer relationship management, Boston: Addison Wesley, 2002
[28] Customer relationship management: the ultimate guide to the efficient use of CRM, SCN Education B.V., 2002
[29] Chris Todman, Designing data warehouses: support of customer relationship management,Upper Saddle River, NJ, Prentice Hall PTR, 2001
[30] 尹雯著，基于数据仓库的客户关系管理(CRM)系统的研究与实现
[31] (美)阿姆瑞特·蒂瓦纳(Amrit Tiwana)著；知识管理精要[专著]：知识型客户关系管理，电子工业出版社，北京
[32] 蓝万霞著，客户关系管理(CRM)及其在中国商业银行中的应用，2002
[33] Peter S. Cohan. San Francisco, Calif,,how America's most profitable high-tech companies innovate their way to success, 1997
[34] (美)彼得 S．罗斯著，商业银行管理，机械工业出版社 2001
[35] (美)罗兰·T·拉斯特(Roland T. Rust)，弗莱丽·A·齐森尔(Valarie A．Zeithaml)，凯瑟琳·N·勒门(Katherine N．Lemon)著，驾驭顾客资产：如何[利]用顾客终身价值重塑企业战略，企业管理出版社，2001
[36] Wayne Eckerson, Patricia Seybold Group, "Finding the Dividing Line Between Data Cleansing and Data Transformation Tools", Journal of Data Warehousing, Volume 2, Number 3, Fall 1997, pages 30-32,
[37] "The Four Challenges of Customer-Centric Data Warehousing", http://www.dwway.com/, 2002
[38] Extraprise Group, "Beyond the Transaction: Interactive Sales and Service on the Web", http://www.dwway.com/, 2002
[39] S1 Corporation,"e-point CRM Architecture White Paper", 2003
[40] W. H. Inmon, "Building the Data Warehouse", 1999
[2] Jackal Ma, CRM Pritice in Banking, Hongkong, ITApps White Paper, 2002
[3] Ralph Kimball,"The Data Warehouse Toolkit", 2000
[4] 企业信息化优秀案例选，经济科学出版社，北京，2001
[5] 信息化与政府信息资源管理，北京，经济科学出版社，2002
[6] (美)[维维克·兰纳德夫](Vivek Ranadive)著，实时的魅力：成功企业对实现实时信息技术的反应和应用，清华大学出版社，北京，2001
[7] (加)杰姆·G.巴诺斯(James G. Barnes)著，客户关系管理成功奥秘：感知客户，机械工业出版社，北京，2002
[8] (美)帕翠珊·B．希伯尔德(Patricia B. Seybold)等著，客户关系管理理念与实例，机械工业出版社，北京：2002．
[9] 杨德宏，李玲编著，客户关系管理成功案例，机械工业出版社，北京，2002朱爱群编著，客户关系管理与数据挖掘，中国财政经济出版社，北京，2001
[10] Barry Devlin, "Data Warehouse from Architecture to Implementation", http://www.dwway.com/,2002
[11] Sam Anahory、Dennis Murray, "Data Warehousing in the Real World",http://www.dwway.com/, 2002
[12] Vivek R. Gupta, "An Introduction to Data Warehousing", http://www.dwway.com/, 2002
[13] The Case for Data Warehousing, http://www.dwway.com/, 2002
[14] The Case Against Data Warehousing, http://www.dwway.com/, 2001
[15] Bernard (Bernie) Boar, "Understanding Data Warehousing Strategically", http://www.dwway.com/, 2002
[16] Ralph Kimball, "Is Yur Dimensional Data Warehouse Expressive?", http://www.dwway.com/, 2003
[17] SAS Enterprise, Data Mining and the Case for Sampling Solving Business Problems-Using SAS Enterprise Miner? Software
[18] W. H. Inmon, "Insurance Data Modal", 1999
[19] Wayne W. Eckerson, "The Decision Support Sweet Spot", http://www.dwway.com/, 2003
[20] Sanjay Soni, Zhaohui Tang, Jim Yang, "Performance Study of Microsoft Data Mining Algorithms", http://www.dwway.com/, 2003
[21] Remedy Coropation, "Remedy Helpdesk", 2002
[22] Remedy Corportion,"Remedy Asset", 2003
[23] S1 Corprotion, "Edify CFA White Paper", 2002
[24] WilliamH.Inmon, "Data Models—Banking and Finance", http//www.dwway.com/, 2001
[25] 王广宇著，客户关系管理(CRM)：网络经济中的企业管理理论和应用解决方案，经济管理出版社，北京，2002
[26] 田同生著，客户关系管理的中国之路，/机械工业出版社，北京，2001
[27] Jill Dych,The CRM handbook: a business guide to customer relationship management, Boston: Addison Wesley, 2002
[28] Customer relationship management: the ultimate guide to the efficient use of CRM, SCN Education B.V., 2002
[29] Chris Todman, Designing data warehouses: support of customer relationship management,Upper Saddle River, NJ, Prentice Hall PTR, 2001
[30] 尹雯著，基于数据仓库的客户关系管理(CRM)系统的研究与实现
[31] (美)阿姆瑞特·蒂瓦纳(Amrit Tiwana)著；知识管理精要[专著]：知识型客户关系管理，电子工业出版社，北京
[32] 蓝万霞著，客户关系管理(CRM)及其在中国商业银行中的应用，2002
[33] Peter S. Cohan. San Francisco, Calif,,how America's most profitable high-tech companies innovate their way to success, 1997
[34] (美)彼得 S．罗斯著，商业银行管理，机械工业出版社 2001
[35] (美)罗兰·T·拉斯特(Roland T. Rust)，弗莱丽·A·齐森尔(Valarie A．Zeithaml)，凯瑟琳·N·勒门(Katherine N．Lemon)著，驾驭顾客资产：如何[利]用顾客终身价值重塑企业战略，企业管理出版社，2001
[36] Wayne Eckerson, Patricia Seybold Group, "Finding the Dividing Line Between Data Cleansing and Data Transformation Tools", Journal of Data Warehousing, Volume 2, Number 3, Fall 1997, pages 30-32,
[37] "The Four Challenges of Customer-Centric Data Warehousing", http://www.dwway.com/, 2002
[38] Extraprise Group, "Beyond the Transaction: Interactive Sales and Service on the Web", http://www.dwway.com/, 2002
[39] S1 Corporation,"e-point CRM Architecture White Paper", 2003
[40] W. H. Inmon, "Building the Data Warehouse", 1999
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