An Information and Analytical System Development for Customer Relationship management of a Commercial Bank Based on MS Dynamics CRM and Power BI Systems

Nowadays, the banking sector is one of the most important and vibrant sectors of economy. Both economic development of a state and its social well-being depend to a large extent on the results of the activities of state and commercial banks. The relevance of the topic of the master's thesis consists in the fact that amid global digitalisation of economy and intense competition the banking sector is increasingly in need of analytical tools and technologies that would allow for the development of banking services and improvement of customer service mechanisms. This is the main reason why there is a growing demand for information and analytical systems that increase the effectiveness of marketing and sales management of banking products and services, attract new customers and retain the current ones as well as deal with a number of other operational and strategic tasks. The purpose of the research is to develop an information-analytical system for managing relationships with customers of a commercial bank using the leading CRM (Customer Relationship Management) and BI (Business Intelligence) platforms. The object of the research is the activities of a commercial bank in the field of providing services to individuals, legal entities and sole entrepreneurs. The subject of the research is sales and marketing management processes of a commercial bank as well as methods and technologies of their analytical support. The first chapter is devoted to the theoretical background of the study. It provides an overview of the global digitalisation of the banking services market, analyses approaches to marketing and sales management in the banking sector, and explores analytical tools and technologies for promoting banking services. The second chapter describes the activities of a financial institution based on the example of the DeltaCredit commercial bank. The current business processes and tasks of customer relationship management are analysed, functional requirements are developed for the information-analytical system of customer relationship management of DeltaCredit commercial bank. The third chapter describes the architecture of the information-analytical system using Microsoft Dynamics CRM and Power BI, evaluates the results of its implementation and analyses its development prospects in the DeltaCredit commercial bank. All the tasks set in the study were successfully accomplished.