Research On Operation Modes Of Customer Manager System In Commercial Banks In China

With the changes of economic environments and the intensification of market competition, domestic and foreign commercial banks have pursued the customer manager system gradually. Yet due to the impacts and constraints of quite a few both subjective and objective factors, the effectiveness of the customer manager system in domestic commercial banks has not been sufficiently exerted. Thus, how to increase the effectiveness of the customer manager system and therefore to enhance the core competence of the banks becomes a widely attended topic in the domestic banking business. It is in such a background that this paper studies the operation modes of the customer manager system in the commercial banks in China.Starting with the factors such as the globalization of finance, the internal and external competitions of banking business, the theoretical developments on marketing, the methods to eliminate information asymmetry, and the innovation of science and technology, this paper applies the theories of marketing and asymmetric information, analyzes the historic background of the customer manager system, and proposes that the introduction of resource intensive customer manager system to the commercial banks is a prerequisite management strategy to achieve long-term development, to keep core competence, and to avoid operating risks. Secondly, on the basis of comparative analysis of the operation modes between U.S. and Hong Kong commercial banks, this paper elicits the necessary conditions for effective operations of the customer manager system: favorable milieu, i.e. operations based on market rules; and integrate internal mechanism, i.e. reasonable organizational structure, concise business process, definitive departmental responsibilities, clear purview arrangements, and robust management measures etc. Finally, through analyzing the nine major operational problems of the customer manager system of the commercial banks in China, this paper proposes a series of methods to reform the operation modes: further restructuring the banking organizations and their business process to provide strong organizational and business supports for the customer manager system; establishing a performance evaluation system with an emphasis on marketing achievements and constantly improving the system; establishing and perfecting the relevant rules and associated measures, for the customer manager system, such as perfecting the working rules for customer managers, integrating various types of business flows, perfecting the risk management mechanisms, and establishing the in-service training system for customer managers.This paper applies various analytical methods ~ theoretical analysis, empirical analysis, graphic analysis, and data comparison—to study the effectiveness of the customer manager system. The purpose is to search for an operation mode of the customer manager system that fits the running characteristics of the commercial banks in China.