資料倉儲及採礦技術與客戶關係管理之結合：台灣與大陸銀行業個案分析
Date Issued
2004
Date
2004
Author(s)
彭聖偉
DOI
zh-TW
Abstract
Abstract
A CEO’s survey identified the most important management issue they face is Customer Retention and Loyalty.
The top priorities for the CEOs within 3 years are : Upgrade their understanding on customer’s data and develop the capability to meet the requirements change from customers. At the same time , under a growing market and complicated customer segmentation , they can still increase revenue and gain recognition by the market through a diversity of product developments and extension.
Under the keen competition, the company owners would like to take advantage by leveraging the most advanced IT technology, management expertise, marketing strategy. Among them ,the most critical core concerns to gain the competitive advantage is how to enhance customers’ LOYALTY!
To increase revenue, enterprise has to turn their traditional business mode of transaction-oriented into the new mode of relationship-oriented. In another words, they should offer a new value proposition in this way : the Right Customer, the Right Offer, at the Right Time, using the Right Channel(s)
In Taiwan , the top and big Financial Holding Companies( FHC ) have built their CRM, Data Warehouse and Data Mining solution and gain more competitiveness against their competitors. On the other side, under the pressure of opening the banking regulation, China’s Bankings are also aggressively developing their CRM system for enhancing their capability and gain better operation result . However, because of poor and not-ready in the DATA side, they are still in the planning stage.
The essay discovers how Taiwan’s banking build their CRM system by leveraging Data Warehouse and Data Mining technology to increase their operational revenue. Based on the result and experience , we can provide more experience to China Banking for next actions including planning , critical criteria for success and implementation. Furthermore, it can also help those who would like to devote themselves in China Banking market.
Meanwhile, we intend to dig out critical factors of successful CRM implementation via CRM methodology , case study , Data Warehouse and Data Mining best practice . After that , we also provide China’s Banking with more consideration in their CRM planning .
The essay is based on the cases studies of CTCB and Sinopac which are highly recognized by the Taiwan Banking industry, then combined CCB bank’s current progress in CRM implementation. We would like to discover how Data Warehouse and Data Mining’s implementation will help banking achieve their CRM goal.
The research flow is referred on page 13, Sector 4, Chapter 1.
The recommendation and management suggestion by the essay are as follows
1. the change of management concept is the must condition for successfully implementing CRM system
2. the organization and business flow should be redesign by customer instead of product
3. The implementation should be phase-by-phase , make the data ready, and full participation by all business users
4. Business value is the key driver instead of IT technology
Subjects
客戶關係管理
資料挖掘
資料倉儲
Data Warehouse
Data Mining
CRM
Type
thesis
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