Application Of CRM In Local Commercial Banks Nowadays

Along with the process of international financial integration and network economy quickening, our local commercial banks will face drastic market competitions. By the end of the year of 2007, local banks will inevitably compete equally with foreign banks resulting in a serious purgatory where they never encountered before. It is essential our commercial banks enhance their core competitive ability to take the advantage in the competition.The future competition between commercial banks mainly focuses on the customers, especially the high-quality ones. In comparison with foreign banks, it can easily proved that local banks occupy a dominant position when it comes to internal customers while foreign banks meet some restrictions to further develop as the "intruder" of China's commercial banking market. But local commercial banks are the newcomers to management on the customer resources. Frankly speaking, CRM is no more a slogan for local commercial banks. We should take the embarrassing position of local commercial bank into consideration. Application of CRM in commercial banks will be just the solution. Customer Relationship Management system, on the basis of Internet technology, can adjust and integrate customer information resources through enterprise operation flow recombining. CRM system administers customer relationship by more scientific and effective means, sharing information resources in the corporation, reducing the cost of operating, offering more economic perfect products and services, keeping and attracting more customers, thus obtaining the maximum corporation profit ultimately.Analyzing the status in quo of CRM implementation, we can discover that there are many obstacles to the applying of CRM in the field of conception of management, administration system and technologic exploitation. We cannot just bring several network systems in and consider it as the whole implementation of CRM. CRM need to be accompanied by a unifying idea of concentrating on customers in order to coordinate the conception, system and technology simultaneously.Firstly, in innovation of conception, a kind of thinking manner and organization culture should be adopted to treat customers as the priority, instruct and correspond to CRM implementation. The marrow of CRM is that each staff focuses their thought and behavior on customers.Secondly, in the field of system innovation, lots of questions still exist in such aspects as property right system, internal managerial system. All of these have restricted CRM strategy to be carried into execution effectively. In order to meet the needs of the customers, the following measures should be taken: Reengineering institutional framework, exploring "matrix type" organization and promoting the core competitive ability of bank; Farming out the operation, and concentrating on central business; Reengineering business procedure, focusing on the procedures that contribute to customer's value.