Study On Customer Relationship Management Of Shenzhen Development Bank Co.,Ltd.Tianjin Branch

To definite the Customer Relationship Management (shorted for CRM) of bank, it includes the following parts: to set up a business concept of customer-centered, to distribute the resources logically, to discover and furthest satisfy the needs of the customer in high grade, to keep a process of financial innovation and to realize the advance of bank's own value. The CRM of Shenzhen Development Bank Co., Ltd. Tianjin Branch (shorted for SDBTJ) alters the traditional business theory fundamentally. Meanwhile, it has an important significance in the bank's future existence and development, especially in its central competition.In this paper, using the theory of CRM, the author basically solves the main problems of CRM since the establishment of SDBTJ after he studies the market orientation, the process optimizing and the client manager management. This paper involves following studies. First of all, after analyzing the inside and outside customer environments in SDBTJ, the author points out that the main problems in SDBTJ are low market share and stabilization. Furthermore, the author put forward that the dominating reason is the low quality in market orientation and in merit system of client. As a result, only accurately pitching the market can serve the target customers. Meanwhile, the client manager is the best media to supply that service. Secondly, on market orientation, the author point out the shortage of the saved orientation in SDBTJ. According to the new principle, tactic and means of market orientation, the author particularly analyzes the environments and competitor of SDBTJ and indicates how SDBTJ is focused on a proper point with an example of steel trading. Thirdly, on process optimizing, the author shows how SDBTJ carries on a new process optimizing by using accepted principle and means and an example of risk examination and new product development. Fourthly, on client manager management, according to the principle of client manager management, the author indicates the problem in original client manager management of SDBTJ and explains the new system of client manager. The last but not the least, the author concludes that it is the system of client manager that is the key point in implement of CRM. Therefore, he successfully develops a merit system of client manager, which is fit for SDBTJ. Consequently, an integrated CRM of SDBTJ comes into birth. Meanwhile, the following parts establish a firm basic of CRM in SDBTJ that is accurate market orientation, business process optimizing and establishment of client managing system. Finally, the author gives three examples to prove the positive effect of CRM in SDBTJ. By CRM, SDBTJ keeps and develops more and more customer, realize the financial innovation, and upgrade of value of customers and SDBTJ as well.