CRM and Data Mining Project for a City Commercial Bank _Typical Cases

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CRM and Data Mining Project for a City Commercial Bank

Client Background

With the rapid expansion of its retail business, this city commercial bank faced increasingly stringent requirements for its internal systems. However, the legacy CRM system suffered from numerous shortcomings, including incomplete data, poor timeliness, long batch processing times, and suboptimal usability. To better support its growing operations, the bank initiated a CRM system upgrade and construction project.

Solution

Efficient and Unified Work Platform Granular Customer Analysis and Reporting Multi-Channel Collaborative Marketing Support Wealth Management Enablement

Efficient and Unified Work Platform

Built an efficient user workspace that includes a centralized customer management hub, a unified platform for relationship manager oversight, an integrated marketing management platform, and a structured product showcase interface.

Granular Customer Analysis and Reporting

Developed multidimensional customer data models to support comprehensive and multi-perspective analytics. This enabled customer identification and insight discovery for relationship managers, and strategic decision-making support for product and customer marketing strategies at the management level.

Multi-Channel Collaborative Marketing Support

Centered on a customer-first marketing model, the CRM system supports customer identification and cross-channel marketing across the bank. It integrates with systems such as credit platforms, call centers, digital channels, and mobile marketing. By enabling coordinated outreach across channels, the system prevents redundant marketing efforts and enhances customer profiles based on real-time feedback.

Wealth Management Enablement

Focused on mid- and high-net-worth individuals, a dedicated wealth management system was built to deliver professional services. The initiative marked a transformation from short-term product sales to long-term cash flow and portfolio management, from single-product sales to holistic asset management, and from static asset allocation to dynamic account-based management. This significantly enhanced the bank's competitiveness in the premium customer segment.

Achieved Results

After going live, the system significantly improved service efficiency and quality, enabling more responsive and comprehensive customer support throughout the pre-sale, in-service, and post-sale phases.

By redesigning the bank´s customer service processes and centralizing customer information, relationship managers were empowered to discover, understand, and engage with valuable clients more effectively—facilitating long-term, stable relationships.

The solution also provided strong operational support for both daily relationship management tasks and the broader development of the relationship manager team.

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