Customer Relationship Management Research Of China Postal Savings Bank

Customer Relationship Management (CRM) refers to a series of management activities and processes, with which, for the purpose of increasing the core competitiveness and carrying out the customer-centered developmental strategy, an enterprise conducts systematic customer study-- by aid of advanced computer network information technology, and finally achieves the goal of both increasing customer value and making profits. CRM is a computer system for customer relationship management closely linked with the development of the technology of data base and data excavation. The emergence of CRM is indispensable with the following three elements—the demand of market, the development of technology, and the innovation of management ideas.China Postal Savings, as a financial institution handling savings services exclusively to individuals, owns a massive customer market. It is of great importance for China Postal Savings to give a full play to its advantages and to carry out CRM. It is time for China Postal Savings to consider CRM as a part of developmental strategy and to increase the competitiveness, relying on CRM and a series of reforms. Opportunities: On the one hand, as one part of China's central government's structural reform on China Post, Bank of Postal Savings will be established. As a result, more varieties of financial services will be supplied, and the space for fund utilization will be expanded; on the other hand, China Postal Savings enjoys quite a high credibility among the customers. Challenges: Firstly, China Postal Savings is lack of the experiences of fund utilization while the strength of other banks has been reinforced through a series of reforms; thus, China Postal Savings is faced with a tough competition. Secondly, the development of IT has made a drastic change in the traditional management mode of China Postal Savings; thus, the advantage of the wide-spread China Postal Savings network has been weakened. Thirdly, the policy of financial supervision has brought greater pressure on China Postal Savings. Advantages: On the one hand, China Postal Savings does not suffer from the burden of bad funds, and enjoys a massive customer market; on the other hand, China Postal Savings owns a good many of qualified personnel. Disadvantages: China Postal Savings still needs to raise the awareness of customer relationship management and the organizational management of marketing personnel needs to be improved.