| CRM is not a new-born thing in the development of human's historywhich has long been existed. We can say that, since the business activityoccurred, customer relationship has been its core problem, and it is alsoone of the keys deciding the business activity would succeed or not. In1980s, GARTNET GROUP first put forward the concept of CRM. Aftertwenty years' development, a set of relative complete CRM theory ismaturated. Generally, CRM is a kind of customer-oriented enterprisemanagement idea and service concept. It is also a full set of solutionwhich optimizes customer-faced business process that consists of market,sales, service and support systems, strengthens cooperative ability ofenterprise departments, speeds up customer service and enhancescustomer satisfaction and loyalty Customers are one of the most important resources for enterprisestoday whose choices can greatly determine enterprises' future fate. It isespecially precious in the perfervid competing banking industry. Byoffering an integrated way to administer customer information, CRMcompletely embodies management ideas of treating customer asenterprise's important resource. And it entirely corresponds to thecustomer-oriented conversion of management mode. Some foreigncommercial banks have already had many successful CRMimplementation experiences, such as the CRM system of the Citibank ofUSA and the Standard Charter Bank. In China, congnitions of CRM stillstay at the inntial stage. Only a few of commercial banks, such as ChinaMerchants Bank, start to do research and try to implement it. Naturally, it becomes an important chain when building bankinformation systems. After joining WTO, our financial industry,including banking industry, will open to the world according to theaffirmatory timetable. No matter foreign or domestic enterprises will ownthe freedom of choosing banking services. Absolutely, foreign banks,which hold obvious advantages in the field of business operation,information system, balance ability, service ability and marketingtechnology, will consider grasping high-grade customers of domesticbanks currently as one of their most important strategies. Because the CRM system has strong skill of data-analysis and howto attract and retain more customers has become an important matter thatthe commercial banks have to face, the implementation of CRM willbecome an inevitable trend. Along with the development of our economyand the extension of the market, domestic commercial banks have beenaware of that customers are one of the most important resources bankstoday. Each commercial bank starts to put the customers on importantplace, and put the CRM into practice. Yet, whether the basic conditionsof applying CRM for domestic commercial banks have already been ornot, what problems exist on the aspect of CRM, how to convert thetheories into practice, and how to make our commercial banks build upthe CRM system which fits for their own development demand areproblems. Searching solutions to these problems are exactly the purposeof this paper. The paper is divided into three chapters: In the first chapter, the basic theories of CRM are introduced,including the background of CRM, basic idea, the theoretical foundationof CRM, and so on. This chapter is divided into two parts: The first part, from the production and development of the CRMidea, discloses the intension of CRM which takes the customers as thecenter, embodies the responsibility and care for the customers and triestheir best to enhance customer's satisfaction and loyalty, thenconsequently achieve win-win situation between the business enterpriseand the customers. The theory of CRM originates from the theory of occident marketmarketing, therefore, the second part of this article analysis overally thethree theorial basements of the CRM. The basements arerelationship-marketing theory, the customer-relationship-worthinesstheory, the customer-relationship-lifecycle theory. The second chapter of this paper chiefly discuss the introduction ofcustomer relationship management into commerci... |
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