Analysis Of The Current Situation And Countermeasures Of Chinese Commercial Bank Customer Manager System

As a special industry of producing and providing financial products and services, the evolution of commercial banks can be divided into two stages, i.e. the passive developing stage which focused on providing products and the active developing stage which is oriented to customers and market demand. Since 1970s, owing to the influence of diversification of market demands, reallocation of market resources and the increased intense competition among the industry, modern commercial banks have undergone the transformation from product-centered to customer-centered philosophy.Commercial banks" Customer-Relationship-Management system was created during this reform.Commercial banks' CRM system is an operational and managerial pattern, under which banks maintain the customer relationship, promote financial products and acquire customers' demands scientifically by way of establishing teams of professional customer relationship managers, in order to increase commercial banks' competitiveness and maximize the banks' profit.After more than thirty years' practice and innovation, CRM system has developed into an integration of serving means, operating system and mechanism to provide customers all-round financial services by giving play to all the available resources, based on factors as the matched staff composition, organizational structure, business procedure, information system, incentive and control mechanism and customer classification system. It is customer-oriented and market-demand-oriented, with means of CRM team's professional service and purpose of banks' profit increase and sustainable development.The establishment of CRM system in China dated back in 1994. After more than ten years' development, it has become an indispensable operating method for domestic commercial banking development and played an important role in Chinese financial industry's reform and development.However, there is a gap between domestic bank operating philosophy and that of the world first-rank banks, and CRM system is lack of extensive theoretical research and practical accumulation in application. Therefore, in order to comply with the requirement of overall openness of financial industry and ever-developing markets, our CRM system must get some achievement in theoretical research and make further development and improvement through practice.This thesis starts with the basic concept and core meaning of CRM, integrates with its historical evolution and developing necessity in China, and analyzes systematically the current status and effectiveness of our commercial banks' CRM system and draws some analytical conclusion. Finally, it explores the developing tendency and improving countermeasures of China's commercial banks' CRM system by combining the above-mentioned argument with actual situation of our banking industry.