The Study Of Customer Relationship Management In Bank K

Facing the challenge of economy globalization, financial internationalization and IT caused by WTO, with the basic formation of buyer's market in financial market in China, the strategy of management shift from Scale effect to customer efficiency. Customers become important resource for commercial banks. Knowing how to choose high profit customers and supplying high quality, various services can ensure a more permanent relationship between banks and customers. It is the key point for commercial banks to be outstanding in the competition. There is no doubt that CRM is the most successful and effective way to acknowledge the customers' need and behavior at present. CRM should be considered as a good way to improve marketing, customer service and any business process that relates to customer relationship management. CRM is not only a principle but also technology. It aims to cut off selling circulation and cost of marketing, increase income, and search for new market. In addition it can improve customers' value, satisfaction, productiveness and loyalty. CRM entails the practice and apply advanced technology to realize all the targets. In the whole process, customers are the focus for the operation of an enterprise. Therefore, it simplifies and coordinates all kinds of functions as selling, marketing, service and support and the whole focus is to satisfy the customers' needs. Applying Information Technology and CRM can help commercial banks build up permanent and beneficial customer-relationship. In addition, it can realize a number of functions like recognizing high efficiency customer, pertinent marketing and individual service. All of these can improve the core competition of commercial banks. However, it has been an urgent problem for business banks to know how to apply CRM successfully and improve the ability of their own CRM according to their situation. This essay studies the situation of a joint stock commercial bank in Guangzhou. According to the analysis of CRM in oversees banks, the author wants to prove the necessity and feasibility for applying CRM in this bank. According to its situation, the author studies how to set up high efficiency CRM and prose his suggestions in detail.