Bank Of Communications In Sichuan Province Customer Relationship Management Research

The ability of customer relationship management is the key to a commercial bank to maintain its competitiveness. According to the 80/20 principal, about 20% customers of banks bring 80% of the profits. Thus, if bank resources are limited, the efficient customer relationship management must be based on the customer value and classification management.Drawing from theory of customer relationship management, according to the two dimensions of present value and future value and Boston Matrix classification to different businesses, the author classifies the customers of banks to the following four categories:"star" customer (both present value and future value are high), "opportunity " customer (low present value and high future value), "cash flow " customer (high present value and low future value) and "general " customer (both present value and future value are low).For the purpose of differentiating and analyzing customer accurately, the author creates the customer value measurement system and indexes weights by choosing indexes and using analytic hierarchy process (AHP). Based on the value system, the author obtained 44 customer samples with different customer value by classifying and assessing customers and using sampling method. From customer’s perception about bank products, interaction level between the customer and the bank and customer’s perception about bank relationship value, the questionnaire measured customer’s perception level. By classification and analysis of the questionnaire, the author finds that the Bank of Communications Sichuan Provincial Branch has flowing problems in customer relationship management. First, it does not make market segments based on customer value, and that leads to low value customers occupying lot of relationship resources that can make profit. Second, there have some deviations about information transfer, and indicate that the bank has not built relationship proactive sometimes. Third, it has not set up proper customer relationship value, and above all, it is that "star" customer’s score in relationship value lower than others.From that the target customer subsection by customer value, this paper proposes the Bank of Communications Sichuan Provincial Branch should set up differential customer relationship management notion and transform this notion into the culture of the bank. Based on differential management notion, CIIS system and classify the customer with customer value, the bank can make the differential customer management. That is, take the retention strategy to high value customer, strengthen customer to rely on the bank and increase the repeated purchase behavior of customer. The bank should take the relationship marketing strategy to key value customer, establish the relationship with customer, and increase the customer loyalty. For low value customer, the bank should cut down the relationship resource.Drawing from Boston Matrix classification method, the author classifies the customers according to the customer value, and use that to manage different customer relationship, and the method is creative. The author also used the analysis of variance and ARP and indicated four differential value customers who had different evaluation to the customer relationship management of bank. But the paper also had the deficiency, for example, it used the convenient sampling method, which led to disadvantage in reliability.