A Study On The Implementation Of CRM In Commercial Bank

As the era of customer relationship arrives, the relationship between the enterprise and the customer receives the unprecedented attention. More and more practice proves that the key point of success to a company lies in paying attention to the customer's demand. Offering the products and services that satisfy the customer's demand and managing the customer's relationship effectively can ensure the customers to obtain higher satisfaction and increase the possibility that a customer may buy repeatedly. Thus, the new competition advantages can be built through keeping customer's long-term relationship.This thesis first introduces the historical origin of CRM (Customer Relationship Management) and describes the intention and the basic theories of CRM. It also points out that the creating value for the customer and the wining of valuable customer have become a new focus of competition. After the introduction of CRM theory, this thesis discusses the close relation of the bank industries and CRM. Traditional and new modes in commercial bank are compared and analyzed at first. Then the importance of CRM to the bank and the enormous promotion function to the core competitiveness of the bank has been especially described.Following the discussion above, this thesis expounds the function of information technology in CRM. It points that the development and the wide application of Internet and other Information and Communication Technologies in finance and bank industries not only reduce the cost of the collection and analysis of the bank information and data, but also provide many kinds of debts and assets operating products and the investing and financing tools for the bank through the continuous innovation of new technologies. This thesis analyses the implementation and structure model of CRM, such as the frame analysis, system component, module structure, work flow, hierarchy, implementation, etc. It also studies the details of the implementation of CRM.Finally, this thesis analyses the case of the implementation of CRM of S Bank. Through the study of the execution in S Bank, this thesis shows that the implementation of CRM clearly enhances the performance of the bank.