Bank Of Communications Shenzhen A Branch’s Personal Financial Customer Relationship Management

With the increasingly intense competitive environment of China’s banking industry,"customer-centric" customer relationship management(CRM) concepts and applications to become the key to improve the core competitiveness of commercial banks.CRM has been introduced of commercial banks in China for several years, but the results were mixed, we can see, there are still some problems in the implementation process. The purpose of this study is that how to Implement CRM and how to gradually improve the CRM in the minimum operating units of commercial banks.This paper selected Bank of communications Shenzhen A branch as the object of this study. The study overviewed of CRM theory and related theories, then described the current situation for the bank’s personal financial CRM. The study pointed out the problems of information management, marketing management, sales management and service management and customer care in CRM. These issues include:few ways to get customer information, bad resources management; outdated marketing programs, cross-selling in its infancy; lack of sales process supervision, sales staff is not professional; service management lags, customer care is lack of feedback mechanisms. Finally, based on customer satisfaction survey analysis. The paper points out a few workable improvement measures of personal financial CRM of Bank of Communications Shenzhen A branch. These measures include:setting up a personal finance manager; innovative marketing programs, strengthen cross-selling; develop marketing plans and schedules, innovative product based on customer needs; implementing a dual-customer manager system.