Commercial Bank’s Customer Value Evaluation Based On The Customer Relationship Management

With the sustained and rapid development of Chinese economic，residents of individualsand families gradually become the main body of social wealth．At the same time，as thepersonal consumption and awareness of the financial rising，customers for financial productsand services are increasingly mature，that need of commercial banks to provide all-round，professional and personalized financial products and services．Beside，Along with thecontinuous development of economic globalization and information technology, China’sbanking industry faced with the challenge of the world’s leading banks．Now Customers as aresource of bank is all important asset，have been became the focal point of the financialmarkets．At present, most scholars research on the customers value evaluation focused on theindustrial enterprises, telecommunications，consumer goods and other industries，but on thebanking customers value is a little．Not to mention the personal customers．Therefore，In thispaper, drawing on the experience of various industries, theory, by constructing a full rangeof multi-dimensional, dynamic individual customer lifetime value evaluation index system,which helps for the banking industry to scientific and reasonable assessment of individualcustomer value. The work done as follows:1. Summarizes the theory of customer value system. Analysis of customers value, andcomparative analysis of customer value assessment of the oretical methods and results, andlearn from some of the theories and knowledge.2. Put forward commercial bank customer value index system model. Analysis of thepotential value and the current value of the customer, establish the core customer valueevaluation system model as growth value, the value of loyalty, cost savings and revenue, thismodel can be assessed on the customer value.3. Verify commercial bank customer value system model. For example, as Xi’an Bank Xbranch, using the analytic hierarchy process to validate the model, and obtain the bank’scustomer at different levels of customer value assessment results.4. Combination of commercial bank customer value system model and model validation results, further study of customer relationship management. According to the conclusions ofthis study, we can guide China’s commercial banks to assess the lifetime value of individualcustomers, establish customer relation management system, helps commercial banks toenhance their competitiveness.In this paper, commercial bank customer value assessment system obtains good results.Which provide a new way and method for commercial banks, and improve the efficiency ofcommercial banks running, and enhance the competiveness of commercial banks in thebanking industry.