Research On The Comparisons Of CRM Between The Wholesale Banks And The Retail Banks

In the new century, Chinese banking has entered into the time of "the customer is the god". It means that the customers have been regarded as the most important commercial resource for our banking institutions. The concept of Customer Relationship Management (CRM) is replied as a new management method by more and more commercial banks. Since the differences of customers and management ways of the wholesale banks and the retail banks(in the domestic banking field, we call the wholesale banking business as the wholesale banks and so do the retail banking services) which are the main businesses in the commercial banks, the CRM exists their own characteristics. This essay compares and analysis some examples of CRM in the wholesale banks and retail banks using the theory of CRM, and with my banking experiences, gives some suggestions on the CRM in the retail banks in our country.This essay analyses the characteristics of CRM systems in the wholesale banks and the retail banks , adopting the way of comparison and the theories concerned with economy and management, which are resulted from the differences of customers, capitals ,risks and mobility in the two kinds of banks,The essay firstly introduces the CRM concept, explaining the meaning and the advantages of using CRM in banks. And also gives the concerned theories and the research status in the world. Than the research paper mainly focuses on the CRM in the wholesale banks and the retail banks respectively, referring the comparisons of the CRM in four respects: target, theory, proceed, and system. In the conclusion, it provides some useful implications for developing CRM in the retail banking after analyzing the problems existed nowadays in our commercial banks. According to the tendency of the banking institutions in our country, with the open of financial market, we are eager to develop our retail banking businesses because of its steady profits and lower risks. That is to say, we have to supply the CRM in the commercial banking institutions as quickly as we can.