Application of MVC Platform in Bank E CRM
Customer relationship management (CRM) has been as important to the banking industry at the start of the 21st century as it has been to any other industry. Banks have used E CRM tools to acquire more customers and to improve relationships with them. Model View Controller (MVC) pattern is a software design pattern that is suitable for interactive system. This paper analyzes the CRM characteristics: interactive, expansibility, the complexity of data and integration. To these characteristics of CRM, it provides a system design scheme on MVC pattern, and describes the advantages of function and structure in the system. Today, many businesses such as banks, insurance companies, and other service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customers retain existing ones and maximize their lifetime value. At this point, close relationship with customers will require a strong coordination between IT and marketing departments to provide a long term retention of selected customers. CRM is an integration of information technology and management method. Design and development of CRM is a key step of solution of enterprise's CRM. More competition and increased regulation made it more difficult for banks to stand out from the crowd. However, the development of CRM gave proactive banks access to technology that helped them improve customer retention by using customer feedback to offer conveniences like ATMs and online banking. Banks can also use CRM tools to improve customer loyalty by using data collected through customer sign ups, transactions and feedback processes. E CRM is defined as a mean of selling, serving, or communicating with customer through the web. Further he takes E CRM as a subset of CRM, which means that E CRM is one of the channels that a company can use to deploy its CRM strategies (1) The goal of E CRM system is to improve customer service, retain valuable customers and to aid in providing analytical capabilities within an organization (2) This paper deals with the role of Customer Relationship Management in banking sector and the need for Customer Relationship Management and provides a Design of CRM System Based on MVC Pattern according to the CRM characteristics. 2. The characteristics of E CRM CRM is a broad approach for creating, maintaining and expanding customer relationships. CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organization's current and potential customers. At the heart of a perfect strategy is the creation of mutual value for all parties involved in the business process. It is about creating a sustainable competitive advantage by being the best at understanding, communicating, and delivering and developing existing customer relationships in addition to