Research On CRM Theory And Its Application In Bank

Now the market is the seller's market,so enterprises which want to be more competitive must respond quickly for the requirement of different customers . Gartner Group raised CRM concept in 1990's.CRM is a series of project about how to deal with customer's problems.After china's entering WTO,more and more enterprise realize the importance of CRM,bank is one of them. So taking use of CRM theory,how to build a CRM system fitting to bank is the key of this paper.This paper summarizes CRM theory system and the relationship of its relative concepts,and finds the merit and the demerit of CRM application in the domestic and international now,Then raises the bran-new CRM appraise system in bank and the concepts of customer contribution,customer potential,customer stability and customer credit. This paper also builds the math model of this concepts using statistics theory,and designs concrete arithmetic for each model based on CRM appraise system and bank operation.