Applying Customer Relationship Management To Business Process Reengineering In Chinese Banking

As social development and technology progresses, the banking monopolization have been broken and have entered a new historical period in which taken the customer as the central. but our commercial banks put the account as the central for a long time ,hence comes a number of problems: non-discrimination of service for the client, cannot inquire the high-quality demand in depth and capture these favorable customers. In the face of new challenges in both internal and foreign banks, the Chinese banking leant that, it is very importment to meet a individuated requirement for the client , so as to improve their satisfaction and loyally .Customer Relationship Management is management ,will help improve relation between the bank and the client, maximize the customer valve.The results from the present investigation suggest that business process is the life of a bank. As compared with advanced banks in the world, it has obvious disadvantages in asset product, skill, benefit and so on, but the business process layout is the biggest defective of all .to realize the critical transformation from department bank to process bank is still a long-term and arduous task for our commercial banks. Business Process Reengineering can help the banks materialize.CRM is a enterprise strategic it means not only computer applications system, but also contain the management of the business .CRM demand build a business process having the customer as a center at market ,sale, service and so .Specifically, CRM of bank ,for marketing, customer management, sale management ,customer service and maintain, is to make the business process more automatic and more efficient, is to upgrade the overall level of communication between bank and customers .So applying CRM to BRP, not only do the banking built a truly original model in which fit with the needs of the society, but also the banking can fix the new business process in perpetuity with CRM .CRM is derived from the theory of marketing .Based on some concerned theories such as the customer marketing theory is the source of CRM, customer resource is the first asset in bank, the management of customer value is the corn of CRM, improve customer satisfaction and loyalty is the main purpose of CRM. This paper profoundly analyses some problems which includes the present business process of commercial bank these problems are :1.business process still according to the internal management and the inner part of demand ;2.the business manages link are excessive and the period is too long ;3.the business process lack difference and diversification ;4.the business process doesn't moderate each other .According to some existent problems in business process, the corn of this paper discusses how to make use of the system of CRM to reengineer business process. Speak in a specific way,apply operation CRM to redesign business process of customer marketing , customer management ,sale management, customer service and maintenance .The process reengineering of the customer marketing, which lies in the overall of design, performance, and evaluate the activity, enhancing the marketing workers accomplishment? The process reengineering of customer management, which includes finding the latent customer, evaluating the customer, rating customer, ascending or descending the class of the customer, transferring customer. The process reengineering of sale management ,which operating toward the business opportunities, making the sale process standardizes, and controlling the whole sale process easily .The process reengineering of customer service and maintenance ,which discussing how to provide a high-quality service for the customer, how to solve the customer disaffection, how to maintain the leaving customer.The purpose of studying the applying of CRM on BPR has stronger practice meaning: 1.it will integrate resources and redesign business process. The cooperation CRM help the bank expand the contact with customer. The analysis CRM helps the bank to hold the customer and market need. The operation CRM help the bank reengineer the business process. improve the service level , enhance customer's satisfaction and loyalty, and finally to promote the corn competition power.2.It is advantaged to improving bank service quality ,raise customer 's satisfaction.3.It is contributed to change the business model of commercial bank, improve its competition ability among international financial industry.