Study On Customer Relations Management Of Bank Of HLD

With the rapid development of international financial integration and networkeconomy, and the gradual opening up of China’s financial markets, commercial banks indifferent properties and scales gradually set up and grow. Chinese commercial banks will befaced with more intense market competition. The fields of traditional bank gradually shiftseller’s market to a buyer’s market, and customers are becoming the most valuable resource.In order to make further development under such environment, the role of banks should beadjusted. Because customers are the core resources to bank, the leading factor to thedevelopment of banks should be transformed from product value to customer’s requirement,and the traditional operation mode of commercial banks must be changed fromproducts-oriented and business-oriented to customers-oriented. To accomplish theseobjectives, an intact and highly centralized system is essential to manage the relationship ofcustomers.Customer relationship management, namely CRM (Customer RelationshipManagement), as a new management mode of improving the relationship betweenenterprise and customer, enable enterprises to lower costs, higher efficiency, maximizationto meet the needs of customers, and to maximize the overall economic benefits of theenterprise mainly through the effective integration of internal resources and management ofall areas involved with customers in an all-round way. In recent years, CRM has beenwidely used in Chinese banking industry. Commercial banks have completed theconstruction and operation of the CRM in different degrees.In this paper, we start with the concept of customer relationship management and itscore ideas, then give its strategy, market situation and development forecasting. Then wediscuss the necessity of commercial banks to implement customer relationship managementwithin the actual situation of current banking development, transformation, innovation. Onthis basis, we raise the overall vision of CRM of the development of commercial banks,which is according to the selected clients to communicate, build relationships,understanding needs, assess the value and optimize the process of customer relationshipmanagement. The principles of commercial banks to implement customer relationshipmanagement are: full participation, customer-centric, discovered the potential customerneeds, collecting accurate data, technical support, and policies must be integrated channelmanagement. CRM can optimize the relationship between banks and their customers andmake customer lifecycle constantly continue to achieve long-term benefits for the bank.This thesis, taking the construction of HLD bank’s CRM as a case, is to study the theory aswell as its CRM references in banking, and hope of a depth study of this theory in the banking application. In this paper, a literature review and case analysis are used to putforward relevant proposals in combination with related theories based on the combinationHLD bank customer relationship management practice. In addition, with the4P,4Cmarketing mix theory, a detailed analysis of HLD bank’s marketing strategy’s given, andfinally provides specific reference to the actual situation of the proposal for HLD banks inthe implementation of customer relationship management system.First of all, we give a deeper research of the basis CRM theory. CRM implementationneeds the support of basic theory, and the meaning of CRM, the connotation, classification,the core idea have provided the reliable theory basis for the emergence and development ofCRM. Second, CRM current situation and existing problems of Chinese commercial Banksis analyzed. The status quo of our country commercial bank customer relationshipmanagement (CRM) is not yet perfect, because of the industry characteristics of thecommercial Banks and advantages that exist in the CRM in banking management. CRM,this new management mode in Chinese commercial Banks is feasible of application in thefuture. And there is a point on the development of the commercial Banks and CRM.Commercial Banks should take the "customer as the center" concept as the enterprisemanagement mechanism, the realization of the mechanism of IT technology as a drivingcondition. The management idea, information technology, and management thought theunity of the organic fusion in the operation of commercial Banks. Finally, combining theHLD bank’s reality, we construct the bank of HLD implementation of CRM systemstructure, and put forward the implementation steps of CRM. CRM, as a new enterprisemanagement mode, there is still a long way to go both reached the maturity of the theoryand widely used in practice. Limited to my own level, the study of CRM is rougher; thisarticle only introduces knowledge related to the CRM theory and CRM current situation ofChinese commercial Banks, and simply takes HLD bank as an example of its existingproblems and countermeasures for research. Banks business process improvementaccording to the concept of customer relationship management of commercial; potentialcustomers etc. there needs a further improvement of customer relationship managementtheory system and applications of commercial Banks on the basis of this article, combiningwith actual work continuing to carry out.The innovation of this paper is that we combine with the practice of the constructionof Bank of HLD customer relationship management system, and use the theory ofcommercial banks to solve specific problems in practice, which belongs to the applicationof innovation.