The Application Research Of Customer Relationship Management In Bank Of China

Customer Relationship Management (CRM), a more and more popular topic, brings each enterprise a profound reformation. CRM is a new management theory, aiming at developing the relationship between customer and enterprise. It is implemented in marketing, service, sales and IT. It offers faster and better service to attract and maintain more customers on the one hand, and on the other hand it offers across-the-aboard management to the enterprise to reduce cost.Regarding customer as the centre and regarding realizing with the customer's value as realizing enterprise value which is this paper's basis of setting forth the author's views. The author launches describing for the thread this theory.First of all, this paper combines the current situation in bank of China on the foundation of the profit model of customer lifetime cycle and creatively constructs the ration of customer value estimated model which is suitable for the customer group with the same characteristic value. Then the author applies the model to practice of the credit card management of the bank, thus draws the dynamic relationship among cost, price and customer value. So that the bank makes different customer protected tactics to different kinds of customers and reallocates resources.Secondly, in terms of soft project, the author analyzes the whole course of setting up CRM system and describes the key link among this paper especially.The last, the author analyzes and summarizes deeply about the experience and lessons in the course of implementing CRM system of one bank that are experienced personally, so that the other banks can enlighten and draw lessons from it to some extent.