Crm Commercial Bank Of China

After China's entry into WTO, foreign banks and domestic players will start a severe competition on attracting major customers. The biggest gap between China's banks and its foreign counterparts lie in the quality of customer service. Study and application of CRM system in China's commercial banks is just at the very starting period, without a complete theory system, so the article makes CRM theory and its application in banking system a point, hoping to make a systematically in depth study on the theory and its application.The article demonstrates its points by combining theory study and analysis on real situations. The article is divided into four parts. An overview of CRM theory is made in the first part, focusing on simple introduction of CRM's theory in terms of marketing idea, function, and implementation steps and major strategy. In the second part, firstly the motivation of implementing CRM in banking system is put forward, then an deep analysis on CRM's current application situations and its difficulties in operation is made, the construction and solution of CRM system is introduced in the third part. In the last part, specific appraisal system and indicators are given.Although domestic banking players are fully aware of the significance of CRM's application, most banks don't use it really. The article generalizes several bank's preliminary CRM solutions from software companies. A model evaluating CRM system is presented. Based on study of Huaxia banks' implementation, some measures are given to improve customer relationship aiming at obstacles hindering CRM's application.To win the competition, domestic banks must reform in many aspects such as its business thoughts and process, apply scientific method to develop customer relationship. Then a long-term development could be achieved.