Customer Relationship Management Model For Commercial Banks

Customer Relationship Management (CRM) is one of the latest theory of marketing and attracts the scholars and expects' most attention. This paper introduces the CRM' s theory in detail, including the ideals, functions and competitive advantages brought about by that. The primary marketing theory of CRM is 1 to 1 marketing which includes key theory such as cross-selling, up-selling, customer retain and so on, and other latest marketing methods. In the light of Commercial Bank' s present marketing institution in our country, this paper puts forward that the Commercial Bank should apply CRM in order to manage the relationship between the bank and customer well. On the base of the foreign bank' s successful experience, the complete solutions be posed to raise the competitive capability of Commercial Bank.