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摘要：本文是一篇市场营销留学论文。当今世界，全球化和多样化已经成为其主要特点。在全球化贸易中，客户和消费者都接受过良好的教育，见多识广，消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力，能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。

expensive and lowest ROI (Return of Investment) strategy. It is hard to bring back those customers who have already left to the other organisation.

Q.3: How can the CRM technologies in Lloyd bank is described?

Lloyd has different type of computer application for different level, like front-end applications which is used by the employees at bank used while interacting with the customers. The analytical applications are used by the higher management while forming the strategies. And finally, they use the databases to store customer information for future use.

CRM is a customer-centric process which helps the bank to maintain all the relevant data for its customer; otherwise it is quite difficult to handle with all the information manually.

Data Warehouse and Data Mining

Lloyds Banking Group's data warehouse is frequently occupied with both operational system and intermediate sources obtained by pre-processing data. These data include demographic data like age, sex, culture, marital status etc.; ownership of bank's product or services data and also some variable data like risk, profit, liabilities, and assets. This also includes the segmentation of the customers. New data are temporarily placed in an intermediate and then it has pre-processed and transferred to the warehouse.

With the help of the above figure the importance of the Data Warehouse stems can be analysed. A consequence of strategic analysis is carried out by the help of continuously updated data as well as the analytical methods and tools described. The CRM group analyses the results and designs the action plans, such as campaign, promotional activities, special marketing initiatives etc. then the newly developed plan is implemented with the help of different channel of the bank to reach the customers. Evolution of the end results complete the cycle. The results became an integral part of the description of the bank-customer relationship in the warehouse. The end results can be reused in the future analyses and in future marketing plans. It is easy to understand that the Data Warehouse cannot actually be built ‘once for all' but is a kind of living structure continuously enriched and updated as the Relational Marketing activity develops. Following figure shows general structure of Relational Marketing Activity.

Figure 5.3: the Relational Marketing processes are support by a computing transportation where many software correspondence are included with the bank's information structure.

Lloyds Banking Group is using Kognitio WX2 as analytical software for data mining from Kognitio. Lloyds Banking Group believes this as a powerful competitive weapon and therefore investing heavily in the human resources needed to develop these analyses. The Analytical Software is derived from the Data Warehouse through the following steps: 1) Raw data processing: data selection, data extraction, and data verification and rectification 2) Data modeling and variable pre-processing: variable selection, new variable creation, variable statistics, variable discrimination.

5.3 CUSTOMER SURVEY

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