Relying On Call Center To Optimize Commercial Banks CRM Function Research

With the adoption of the concept of customer-centric in the domestic banking industry, the formation of the fair competition environment, and many powerful foreign banks entering the domestic market, customer relationship management (CRM) plays more increasingly important role in the management of banks . CRM is a kind of new management mechanism aiming at improving the relationship between enterprise and customer, which is widely used in corporate marketing, service and technical support and customer-related areas. The goal of the CRM is to attract and keep more customers, through quick and thoughtful service, to improve customer's loyalty and finally increase the profit of corporate.There is a close relationship between CRM and Call Centre which is the important constituent parts of CRM. Call Center is a kind of system which comprehensively utilizing advanced communications and computer technology, optimizing and managing the information and material flow, focus on the realization of communication, services and the production management. The Call Centre of the bank communicates with customers by network and telephone, etc., cooperating with bank Branches and customer managers, and supplying personalized services or marketing the financial products, in order to develop the CRM, and improve the operational efficiency of banks and the core-competitiveness of corporations.This article mainly analyzes the relationship between the Call Center and the CRM, highlighting the important role of Call Center in the CRM system and exploring the CRM optimal model in the bank industry. Firstly through introducing the CRM, deriving the important role of the Call Center. The second part through the introduction of successful experience in advanced foreign commercial banks, we analyze the present situation and the existing problems of Call Centers in the domestic commercial banks. The last part of this article is focused on using the Call Center to build a model, and analyzing the problem of the new model. This article concludes that the domestic commercial banks should make use of Call Center to speed up constructing and improving the CRM system, enhance their relationship between the bank and the customers, in order to maximize the value of the enterprise.