Citic Bank To Implement Customer Relationship Management Discussion

As the era of customer relationship arrives, the relationship between the enterprise and the customer receives the unprecedented attention. More and more practice proves that the key point of success to a company lies in paying attention to the customer's demand. Offering the products and services that satisfy the customer's demand and managing the customer's relationship effectively can ensure the customers to obtain higher satisfaction and increase the possibility that a customer may buy repeatedly. Thus, the new competition advantages can be built through keeping customer's long-term relationship.As the era of customer relationship arrives, the commercial banks have been changed not only in management patterns and theories, but also in requirements that are parts of the core competition. It is no longer to depend on only the tangible materials, like equipment, network point, capital and products to build current commercial bank competition advantages and core competition, but the intangible materials, such as the management, talents, technology, markets, customers and brands become especially important. There is only one solution for China Citic Bank to survive in the competition and establish a strong core advantage itself, which is paying attention to customers and their demands. As the financial system reform deepens continuously and the financial market standardizes gradually, China Citic Bank will face a new round competition that is much more competitive in the fields of the market customer materials and the financial services.This thesis first introduces the historical origin of CRM and describes the intention and the basic theories of CRM. It also points out that the creating value for the customer and the wining of valuable customer have become a new focus of competition. After the introduction of CRM theory, this thesis discusses the close relation of the commercial bank and CRM, and critically describes the importance and enormous improving influence of CRM to China Citic Bank and its core competition. After analyzing the current situation of China Citic Bank, it gives a corresponding strategy focusing on the obstacle of China Citic Bank's CRM, and specifies the attentions when carrying out the CRM.