The Study On The Application Of Customer Relationship Management Of JILIN Postal Savings

JILIN Postal Savings is an enterprise which depending on post branchsupplies the single financial service to people. From 1986,China Post hasrestored savings. Trough 20 years development, the business species of JILINPostal Savings has changed greatly, from single saving to all kinds, frommanual to electrical, from savings book to green card. Especially, balance hasdeveloped from none to great. Until now JILIN Postal Savings is NO. 5 inbalance behind The Industry and Commercial Bank,The Agriculture Bank,The Construction Bank,The Bank of China.But in recent years, with Post system innovation quickened, the ChinesePeople Bank taken a series of policies to Postal Savings which are deducingexchange interest several times, separating the new increment exchangemoney from old, the new part can be managed by itself and the old part willbe taken out from Chinese People Bank in five years. These policies make thefaults of Postal Savings benefit model appeared, the same time, there aremany problems in defending risks, inner controlled and professionalequipment for none loan, so the use of new increment is only foundation state.With the time of transition times of China taking into WTO becoming,financial market will open thoroughly to foreign banks. Under thecircumstance, Postal Savings will face to the competence with not onlyChinese banks but also foreign banks which have large capital,great creative,and rich experiences in CRM . So JILIN Postal Savings must find a way to fithis development and advance core competence. CRM plays an important rolein reinforcing competition power, retaining continuously a good relation withcustomers, creating opportunities and getting stable profits. So JILIN PostalSaving select CRM is inevitable.From advance CRM to present, CRM has been noticed popularly. Butwe noticed many firms CRM application have no expect effects, one reason isemphasizing on constructing a CRM system, but neglecting the using of CRMidea. So the writer suggest the CRM implement of JILIN Postal Savings mustconsider management and techniques. From the aspect of management, PostalSavings need use CRM idea to bring forward the evolution of managementsystem, management model, and business flow;from the aspect of techniques,through equipping CRM system can realize the new management idea andmanagement model. We should establish stable marketing idea, make a longterms plan of CRM implement, etc. The same time, we should complete MISand DSS, construct Data warehouse, and reinforce Web Bank and ConnectCenter. All of above make the foundation of CRM implementation in JILINPostal SavingsThe structure and functions of the CRM system of JILIN Postal Savingsare defined and the integration way for the established information systemsand the CRM system of JILIN Postal savings is discussed through using thetheory of CRM. The system includes 4 functions that are customer contactmanagement, information management and analysis, customer analysis, andpersonal service. The CRM system has 4 levels which are contact level,analysis level, decision supporting level, and customer service level.