A Research On Designing And Application Of Corporation Operational Customer Relationship Management Of CCB Of Hunan Branch

Operational Customer Relationship Management (OCRM) is an innovative marketing strategy which considers customer first. Since the middle and the late of 1990s, enterprise circles and academe gradually pay attention to this term. But till to 1999, Chinese enterprises began to acquaint and know it. Chinese banking owning a plenty of capital and quantities of clients has been provided with objective conditions of carrying out CRM. With the strengthening of market competition, commercial banks expect to get advanced marketing management means and strategies. CRM just provides an omni directional visual angle for banks. It enables banks to communicate with customer without any barrier.China Construction bank (CCB) of Hunan Branch is taken as the research object. Based on the concept of CRM, studied the concerned theories which make it to develop, referring to advanced technology and experience of foreign capital banks, combining experiences of Chinese banks' applying CRM, this paper detail the reasons to make up OCRM of CCB of Hunan Branch, profoundly analyses some problems which includes the present recognition, information management, customer strategy, organizing management, concrete implement process and so on. This paper also make the forecast of making up OCRM in business and technology effects.The core of this paper analyses the reasons of making up OCRM, refer to advanced technology and experience of foreign capital banks, design and implement the company OCRM of CCB of Hunan Branch, discuss some methods by which Chinese banks can manage their customer relationship effectively so as to perfect the customer relationship management system. It analyses the above problems mainly from several aspects and they are: improving banks' recognition ability, setting up modern information platform, application of the customer strategy, rebuilding banking flow, carrying out customer mutual management, perfecting organizing management system and system implement.The purpose of studying CCB of Hunan Branch company OCRM is to improve the service level and to enhance customers' satisfaction and loyalty. CRM can help banks establish a long-term relationship with high faithfully customers, and finally to promote the core competition power.