The Customer Maintenance Study On Credit Card Of Commercial Bank In China Based On CRM

The credit card industry has been enjoying a rapid development since 2003.The competitions among commercial banks are becoming much more ardent and customers have become the most precious resources for commercial banks.In order to gain more customers.commercial banks have devoted a great deal of money and human resources.However,they have ignored the importance of customer maintenance,which results in lots of dormant credit cards and profit losses because of customer churn.So,how to retain the customers and cut down customers churn iS not only very necessary but also very urgent for the development of credit card industry in the future.The paper uses lots of data and cases to analyze the problem of customer defection happening to credit card industry,and illustrates credit card industry has enter into customer maintenance stage.The paper put the dormant credit cards into the customer maintenance life cycle for the first time and finds the reason causing huge number of dormant credit cards. The paper also finds out the main factors causing customers maintenance through interview,and proposes the customer maintenance model which provides a good basis for problem resolving.The development of information technology makes it possible to combine the business operation with intelligence technology,SO this paper presents a method to establi sh customer churning pre—alarm mechani sm. When the customers are about to churning,they can be analyzed and be detained in time.Finally,the paper puts forward several customer maintenance policies to the actual situation of credit card industry according to the above analysis.