Research On Customer Knowledge Sharing Based On CRM In Commercial Banks

With the constant perfection of the theory and system of customer relationship management, a lot of industries have adopted CRM system gradually. The banking is one of the most positive industries that have adopted CRM system. The customer knowledge of commercial banks is the value-added source for their products and services, and the foundation of the successful implement of customer relationship management. During the process of implementing customer relationship management, the one of most important goals of commercial bank is to promote customer knowledge to be automatically shared in the wider range. Through customer knowledge sharing, the commercial banks can impel customer knowledge to be overall applied, and accelerate the innovative process of knowledge, products and services, and heighten the level and ability of customer relationship management, and promote the comprehensive competition advantages. This article aims at studying the problem of customer knowledge sharing in the implement of customer relationship management of commercial banks. At first the article discusses the connotations of customer and customer knowledge, the games of the participants, the obstacles, modes, approaches and evaluating indicators of customer knowledge sharing. Then the article proposes the dynamic model and different management of customer knowledge sharing. The article researches the functions of CRM and the other assistant support. At last the article utilizes the results of the research and spot check to analyse and evaluate the level of customer knowledge sharing in the Chongqing branch of the Construction Bank. What's more, the article makes suggestions.The article indicates that CRM has positive impetuses to customer knowledge sharing. Customer relationship management promotes the collection, classification, transmit, and sharing of customer knowledge further. Customer knowledge sharing is a dynamic process. It may comprise three phases that are passive sharing, initiative sharing and consciously sharing. But it is generally difficult for customer knowledge sharing to be automatically realized. Before the culture of knowledge sharing is formed, it is necessary to take all kinds of measures to promote customer knowledge sharing. Customers have the important status in customer knowledge sharing. Customers are not only the providers of customer knowledge but also the demanders of customerknowledge of banks. The more knowledge commercial banks provide for the customer, the more help to improve the customer's loyalty degree. The different customers have the different nature and value knowledge. The different knowledge has different sharing complexities. Based on the classifications of different customers, commercial banks need to take different management measures.