The Optimization Study Of The CRM Soft Environment In Personal Finanicial Services Banks In China

CRM is a complex concept: it is a "customer-centric" management thinking,an operation mechanism which is based on customer value-oriented, or a set oftechnical means of settlement. This paper argues that If CRM as a set oftechnical means of settlements, can be seen as the rigid environment of theCRM, then the "customer-centric" management and customer value-orientedoperation mechanism can be seen as the soft environment of the CRM. Softenvironment play the role of guarantee, guiding, and standardizing in theoperation of the corporate. The good soft environment put the enterprisesoperation in a virtuous circle, bringing more profit for the enterprise. People’swealth continues to accumulate with the rapid and sustained development ofChina’s economic. The huge market space of Personal Financial Services iswaiting to dig. Using CRM system into the personal financial service, that canreduce the customer information management difficulty of the bank, andincrease of the operating efficiency of the Personal Financial Services. But theconnotation of CRM is more than that.This paper make a introduction of the CRM soft environment to thePersonal Financial Services of the banks in China, trying to optimize PersonalFinancial Services from two point: CRM operating mechanism and CRMmanagement thinking.For the optimization of the operating mechanism for the Personal FinancialServices CRM, this paper makes recommendations from two aspects: thespecification optimization of the operation of the personal financial productsand quality control of the personal finance Services process.(1) In the part ofstandardization of the operation of the process of personal financial products,firstly this paper make a analysis of the issue of the financial products in recentyears, then summed up the problems from the Personal Financial Products.There are: low-level, serious homogeneity, higher risk of operating. To solvethese problems, this paper makes decomposition of the process of operation in personal financial products. This paper makes standardized recommendationsfrom market research, to product positioning, determine the type of product,product pricing, feasibility analysis, and then the final marketing strategy.(2) Inthe part of personal finance business process quality control, the papercompared personal finance business service processes with the CFP process offinance service. And based on the service quality gap theory this paper design asurvey for the personal Financial Services customers questionnaire. Through theanalysis of the questionnaire results, this paper summed up the defects in theservice of commercial banks in China personal Financial Services. To solvethese problems, this paper decomposed the personal finance business serviceprocesses. This paper makes service quality control recommendations from theservice encounter stage, the services transferring stage and tracking stage.For the optimization of the Personal Financial Services CRM managementthinking, this paper proposes to strengthen the concept of "customers" andestablish of the Personal Financial Services brand; Secondly, it should complywith the direction of development of the Personal Financial Services and makesthe rapid expansion of private banking. In addition, in order to ensure thevigorous development of the Personal Financial Services, the Banks shouldstrive to build a complex professional financial team.With constantly improve the information construction of commercial banks,CRM as a technical means provide greater support for the improvement ofoperating efficiency of banks. And excellent CRM soft environment is theguarantee of its role. In the process of developing the Personal FinancialServices, the commercial banks should pay adequate attention to the role ofCRM soft environment.