Research On The Optimizing Methods Of Customer Relation Management In Jiangsu Sheyang Rural Commercial Bank

Since its introduction to China’s commercial banks managerial concept in late1990s, customer relations management system underwent a rapid growth in China. Innovative researches related to customer relations management system have been hot objects for study in recent years. The establishment of customer relations management system is not only conductive to the improvement of customer satisfaction and loyalty, enhancement of managerial standards and drop of service costs, but also significant for providing all-round customer services and effectively dealing with customer relations. It is the primary choice to advance the comprehensive competitiveness of banks.After two years of development, Sheyang Rural Commercial Bank introduced customer-centered customer management system. This paper analyzed and evaluated the application effects of customer relation management system after its operation, taking Sheyang Rural Commercial Bank as the main research object. In addition, this paper proposed solutions and recommendations for existing problems in the hope that it will strengthen the competitiveness and potential for sustainable growth of Sheyang Rural Commercial Bank.Methods used in this paper are field investigation, case analysis and literature review. Through the comparative analysis on the customer relation management system in Jiangsu Sheyang Rural Commercial Bank and that of other commercial banks, the application effects are obtained; besides, through the questionnaire survey, it discovers clients’ satisfaction and loyalty towards the bank, and by comparing it with those before and after the online of the system, its application effects are assessed.Based on the application effects, it analyzes the existing superiorities and defects of the system, the influential factors and development barriers in the using process, such as insufficient ideological value and the enterprise culture development, low efficiency in organizational structure, too many business processes, rough client classification, decentralized customer resource and imperfect technology. Aimed at the existing problems in using customer relation management system of Jiangsu Sheyang Rural Commercial Bank, it sums up relevant operable optimizing measures and suggestions with great practical significance. For example:the successful implementation of the system needs the participation of all members; the full use of the system needs to improve the data quality and regulate the data standard; the enterprise culture development must be emphasized so as to improve the practice atmosphere for customer relation management.