The Study On The Optimization Solutions Of CRM Of Agricultural Bank

As the full opening of China’s financial market, foreign-funded bankshave quietly dominated the high-end market of domestic banking industry andled the development of wealth management for clients among their domesticcounterparts to a great extent. With the mercerization of interest rates,the disintermediation of financial products and the development ofelectronic technology, thresholds and profit margins of banks’ traditionalbusinesses become lower and competitions turn out to be fiercer. Take thestatus quo as a reference. The existing domestic banks not only have nosuperiority in such new fields as wealth management for clients, but alsowill encounter unprecedented challenges in the development of traditionalbusinesses. China’s financial service has evolved into a buyer’s marketcentering on clients’ interests. In this case, banks, securities,insurances and fund companies are no exceptions. In order to meet deepneeds of clients, financial enterprises gradually realize the mixedoperation by means of mutual share holding or establishing subsidiaries. Interms of the customer resource management, they have got new understandingsand held the customer information as core secrets of enterprises. Even bankemployees have accepted many new concepts without perception. For example,clients are not only God, but also assets of enterprises. Banks andenterprises have basically set up a customer relationship management systemand worked on the customer relationship with the “market-oriented andcustomer-centered” marketing concept so as to effectively manage andenhance customer resources. A mature customer relationship managementsystem not only provides first-hand information for senior leaders of banksto make decisions, but also offers quality personnel at the grassrootslevel clients to maintain and market. Customer relationship managementplays a significant role in enhancing the overall competiveness ofcommercial banks and fulfilling the effective development of banking business. In order to provide the empirical support and hints forcountermeasures of this paper, this paper has referred to literatures athome and abroad on management, marketing and customer relationshipmanagement and the analysis of domestic and overseas successful cases aboutmanaging customer relations. The author, with the help of fieldinvestigations, made an in-depth research on applications of theoperational customer relationship management system-CFE and the analyticcustomer relationship management system–Personal Customer RelationshipManagement at the branches of Agricultural Bank of China (ABC) in XX County.Besides, the author carefully collected operating data and assessmentstatistics of the system and made a detailed analysis. By interviewingemployees, the author got to know their understanding about that managementsystem and its applied strategies. By analyzing the customer relationshipmanagement system and its current operations at the ABC Branches in XXCounty, the author found out that several deficiencies existed in itsservice concepts, customer resources distribution, business processefficiencies, institutions enforcement, customer information uncovering androle assignment. Through optimizing the role distribution of the system,establishing correct service concepts, equipping adequate professionals,improving relevant supporting institutions and updating the data in thecustomer database, the author intends to ameliorate the performance of thesystem in the financial service and provide a basis for the vigorousefforts in promoting the system by the ABC Branches in XX County.