Customer Relationship Management In Commercial Bank

Nowadays the situation of Chinese banking is no longer as quiet as uaual. Not only is the competition among domestic commercial banks very acute, but also the financial market will be open thoroughly. According to policy of our government the foreign capital banks will be treated as native banks in five years. So the time leaving for domestic banks to make preparation is becoming shorter and shorter. At that time, domestic banks will face the tremendous pressure from foreign commercial banks. By contrast, they have the advantage of capital, management, technology, service level and so on. On the other hand, the popularity of network banks makes the traditional superiority dying off. However, the most superiority of domestic banks is that they have had a number of customers. So how to manage their customers is the key to gain the competition superiority. This paper mainly studies the application of Customer Relationship Management (CRM) in banking. The paper analyses the significance, the basic flow, key steps of CRM in banking. On the basis of it, this paper protests the two most important systems in the process of commercial banks managing their customers are the system of differentiating customers and the system of analyzing customers' satisfaction. One is for differentiating customers, the other is for making customers satisfied. The former is CRM's presupposition and the latter is the CRM's target.This paper brings forward to customer contribution per the value of credit risk (CCPVCR). Which means the profit that the bank assumes one unit credit risk. Then the paper by combining customer credit risk and customer lifetime value builds up the commercial banks the system of differentiating customers. It is the important method for differentiating customers. Sequentially this paper analyses the meaning of customer satisfaction and the reasons for customer dissatisfaction, and puts forward to the model of customer satisfaction. Based on these theories and integrating the characters of banking, the framework of bank service quality management in commercial banks, which urges commercial banks' customers loyal, has been put forward.