The Xy Bank Customer Relationship Management Study

The product and the service are the eternal main lines of market development, and the customer is these two main lines'junction. In the modern commercial environment, various enterprises face the huge competition pressures. The economy becomes global, the technology reforms quickly and the consumptive capability becomes better and better, all of which request the enterprises to response promptly to the customers'demands and can maintain its flexibility. Tracing the customers, analyzing the data with the individuality method and carrying on the strategies feedback are the proper ways under the current market condition. When these ways are realized by the information technology, the customer relation management (CRM) is brought out. Taking the customers as the center and taking the market as the guide are the revolution of the value view and the surviving methods of the modern commercial bank in the intense competition era. The implementation of the customer relation management by commercial bank changes the traditional banks'specialized service pattern of"one to multi"and establishes the versatile service pattern of"one to one"which closes the bank and customer and enhances the customers'affinity and dependence to the bank. The XY bank customer relation management is the research object in this paper. Through analyzing its CRM contents, characteristics, successes and deficiencies, the proposals for improvement are put forward. The paper can play an important role to the Chinese banking industry and other enterprises which want to carry out the customer relation management.