Study On Customer Relations Management For The Gansu Branch Of Agricultural Bank Of China

Along with our country financial system reform's deepness and the finance industry opening degree's enhancement, the domestic banking industry is facing stern challenges in international competition. The improvement of customer service level, enhancement of the customer degree of satisfaction and loyalty, excavation of customer value becomes the domestic commercial banks' top concern. Also it is the key step that must be taken for agricultural banks in Gansu Province to realize great-leap-forward development.The customer relations management research mainly includes three aspects: theoretical explanations, system construction and project implementation. According to the above mentality, this article first starts from theory preparation, through analyzing domestic financial situation and the present business of Agricultural Bank in Gansu Province branch(Bank), describes the background and significances of implementing customer relationship management by the Bank in Gansu Province, points out that the construction of customer relations management system was the Bank's essential method to improve customer service level and enhance customers' degree of satisfaction which also helps the Bank excavate customer value; Second, from the system construction angle, the research proposes that the Bank's customer relations management system should provide a unified information analysis platform (analysis CRM), transaction support platform (operation CRM) and service realizing platform (cooperation CRM), implementing customer relations management on these foundations need two items of effort: First, constructing a analysis based customer relations management system, second, programming and designing a cooperative customer relations management system, and, from four aspects such as demand analysis, construction goal, framework design and main function elaborates these two items; Finally, the research carrys on a systematic summary to the implementation experiences of the banking industry customer relations management system, pointing out that as the Agricultural Bank of Gansu Province Branch implements customer relations management, on the one hand it must deal with three restrictive factors, on the other hand, it must work from five main aspects, methodically do the implementation work, combining agriculture bank Gansu Province branch's reality, make pointed references to its implementation customer management prescription, thus for state-owned commercial bank implementing customer relations management to underdeveloped provincial branch makes beneficial exploration.