A Study On The Customer Relationship Management Of Guangzhou Rural Credit Cooperatives Union

Nowadays, the customer is of vital importance to the enterprise competition of resources. Enterprises is badly in need of an idea and technical to Manage and develop the Customer Relationship. Customer Relationship Management (CRM) emerged.Commercial Banks'essence of customer relationship management is to build a customer orientated management idea and the management pattern. the commercial bank customer relationship management goal is to realize benefit maximization.Guangzhou Rural Credit Cooperatives Union (GRCCU) is the oldest one of the financial institutions in Guangzhou. As operational environment changes and development, GRCCU must face more and more competition fierce of marketing. But, GRCCU is facing problems such as strategic unclear etc, to affect effect of customer relationship management. Therefore, this article attempts to research for the customer relationship management according GRCCU's background, from domestic and foreign related theory results and practical experience, and on the basis of summarizing and analyzing the problem and reason of GRCCU in customer relationship management, discussion and research the implementation and optimization of customer relationship management strategies, to enhance the GRCCU's marketing competitiveness, and perfect our country's system of commercial bank's customer relationship management. Customer relationship management strategies are divided three content into principle of implementing and optimizing, management system and specific measures, principle of implementing and optimizing includes top management's supporting, facing Key -Account correctly and having persistent attitude, manaj.. ment system consisting of the management idea, the organization structure, enterprise culture, integrated system, marketing team and brand construction, and the specific measures including the process model of relation value subdivision and satisfaction assessment, relationship assessment and formulate relations strategy.