Analysis And Research On Custom Relationship Management Of China Development Bank In H Province

Enjoying rich custom resources is essential for modern banks to win competition and custom relation management (CRM) plays a decisive role in this process. As for Henan Branch of China Development Bank (CDB), one of China's policy banks, it is faced with such troubles as reduction of market share and slowdown of profit increase, which just reflect its existing problems in CRM. With the recent reform of CDB from a policy bank to a commercial one, Henan Branch will gradually lose its advantages as a policy bank. The aim of this thesis is to discuss how to improve Henan Branch's competitiveness in the market by improving its CRM.By putting equal emphasis on both theoretical research and facts analysis, this thesis adopts a method of combining qualitative analysis with quantitative analysis in problem analysis. First, it reviews the theoretical development of (CRM) both at home and abroad and makes an analysis on the necessity of CRM for commercial banks. Then it makes an in-depth discussion on the existing problems of Henan Branch according to its local conditions and points out its specific problems in CRM. Second, it points out that Henan Branch should adopt the optimization principle of centering on customers, being consistent and progressing in a step-by-step manner. It discusses the CRM optimization plan and that the goal of this plan. It also discusses the plan in detail from two perspectives: procedures of establishing a CRM system and basic conditions for implementing CRM. Based on the above discussions, it puts forward some specific measures to optimize CRM in such fields as establishment of a custom data base, collection of custom information, custom identification and classification, custom relation maintenance, rebuilding of operating procedure and organizational institutions, and improvement of services.The plan and measures on optimizing CRM proposed by this thesis can serve as a practical guidance for Henan Branch to improve its CRM, as well as a reference for other banks.