Kunshan Rural Commercial Bank Customer Relationship Management

Customer Relationship Management is a customer-centric business philosophy, it is integrated into the analysis, selection, and fight for, develop and maintain the customers to be implemented into all business processes in the enterprise. It favors the long-term interests of the enterprise and the enterprise value customers to establish long-term, stable, and win-win relationship with customers and through this relationship to maintain, to maximize customer value and benefit businesses maximize. Customer relationships rise as competition intensifies and development, as a typical representative of one of the service industry, the demand for China’s commercial banks for customer relationship management is urgent.Kunshan Rural Commercial Bank and other banks, compared with the obvious advantage is the business process is relatively simple, fast response to customer, but at the same time a disadvantage relative to customer resources of the state-owned banks but not sufficient. Is also facing multiple competitive pressures of foreign state-owned commercial banks and joint-stock commercial banks. Kunshan Rural Commercial Bank to stand out in a competitive environment, must have their own unique development strategy to overcome the disadvantages of new technology means you need to use the mining and distinguish high-quality customers, the need to establish good customer relations customer satisfaction maintaining customer. While strengthening the concept of "customer satisfaction" is the key to customer resources.Related research from the domestic and international customer relationship, this paper discusses the impact of information and networking on small and medium-sized joint-stock commercial banks customer relationship management, the proposed thesis research and innovation. Described the formation and development of customer relationship management theory, the theoretical basis of the customer relationship management, customer relationship management in commercial banks. Kunshan Rural Commercial Bank as an example to analyze the customer management system, pointed out facing the problems and causes analysis. Asked the customer relationship management, strategic thinking and the steps, and the establishment of the management model of customer relationship management; customer-centric organization and business processes, understanding of the customer life cycle, to master the most valuable customers, the development of customer demand oriented marketing model, and make full use of the advantages of technology to improve customer satisfaction, loyalty, and win customer lifetime value and enhance the core competitiveness of Kunshan Rural Commercial Bank.