Research On The Key Customer Relationship Management Of Zhejiang CCB

At present, more and more focus of the competition of domestic commercial banks has been placed on the key customer relationship management (KCRM). And the importance of KCRM has been put up on a certain level. Given the external environment and peer competitions, the KCRM of CCB Zhejiang Branch faces certain challenge ahead.The research object of this thesis will be the KCRM of CCB Zhejiang Branch. Firstly, starting with relevant theories, the thesis will introduce the research of present status of KCRM both in and out of China. Secondly, the thesis also gives an analysis on the present situation and existing problems of the KCRM of CCB Zhejiang Branch. Lastly, the relevant strategies and implementation polices will be brought out, which mainly focuses on the analysis of differentiation based on customer contributions and raises up the recognition model and the matrix analysis model relying on the customer contribution level.The purpose of this thesis is to make the bank think highly of CRM and lead the bank to deal with it effectively, as well as providing new way of thinking and solutions to KCRM. Taking this opportunity, I myself also would like to reorganize my thoughts, and better apply this to the KCRM work.The conclusion of this thesis is to make sure CCB Zhejiang Branch better deal with the following work, and so as to improve its KCRM:First of all, spread the idea of CRM to each department and staff and take customers as an important asset of CCB Zhejiang Branch. Secondly, use the customer differentiation to better identify, categorize and apply differentiated management to the key customer. Thirdly, restructure the business procedure and reinforce the importance of business development and marketing to the key customers. Fourthly develop and effectively use a full set of complete analysis CRM system. Lastly, pay more attention to the construction of KCRM evaluation system.