Research On The Customer Relationship Management In A Branch Of China Construction Bank

Customer Relationship Management is aimed at the transformation of business processes, the implementation of enterprise management by product type, the homogenization into customer type, personality change, to make it truly customer-centric, and transform customer value into the company’s core competitiveness and marketing capacity, profitability, in order to meet the customer demands adequately and reasonably, maximizing the benefits.For commercial banks in terms of customer relationship management through meaningful communication and effective financial products and services, influence customer behavior, and ultimately to achive the purpose of customer access, customer retention, customer loyalty and customer profitability, effective development and expand the customer base of high-value, and improve the operating efficiency of the bank. Customer relationship management for banks to maintain long-term competitiveness and bring new development potential. CCB A branch in order to stand out in the fierce competition in the leading position in the region, must continue improvement of customer relationship management, optimization of the bank customer relationships, increase customer satisfaction and loyalty, for great significance of sustained and rapid development.Based on the CRM theory with the A branch of CCB current situations, this paper point out the problems and status in the implementation of CRM. Through improving cognitive level, establishing data base, disparity management and mutual promotion management, this paper will reach to build information flat, reform traditional marketing system, promote organization institution reformation and implement rebuild of business process and so on, for the purpose that CCB A branch adopt correct attitude to the international bank competition, maintain core competitive power and cultivate bank loyal to customer. Finally, this paper put forward the way of establishing business concept, building marketing services platform, integrating data platform, researching and developing financial products and improving the customer manager system to guarantee the implementation of customer relationship management.