A Comparative Study On The Application Effect Of Customer Relationship Management In Commercial Banks

China has undertaken the commitment in its accession to the WTO that it will open the domestic financial market step by step, and, increasingly, in practice. A large number of foreign financial institutions swarming into China, compared with these modern banks’ business philosophy and mature competition means, the problems existing in the traditional management mode and strategy of domestic commercial banks are becoming more and more serious, especially that the lack of core competitive ability of Chinese commercial banks is facing great challenges. Therefore, in the face of the fierce market competition, the banks must win the trust of customers and cultivate a relatively stable, loyal customer group for them, this is the basis on which the banks can find and get more potential and value customers, that is the key of the competition. So in recent years, domestic commercial banks have begun to try to apply the customer relationship management (CRM) to their day to day business management. Therefore, it is an urgent problem need to be solved before the domestic commercial banks’managers that in the application of customer relationship management system, how to effectively optimize the CRM combined with the characteristics of the traditional Chinese interpersonal communication, thus can dig the value of potential enterprise customers better and maintain the long term cooperation relationship with their traditional enterprise customers.On the basis of such theories as customer relationship management, customer satisfaction and loyalty, CRM evaluation system and database marketing, the thesis discusses the application of customer relationship management in commercial banks, analyses the characteristics of commercial banks’ product, service and customer, in addition, introduces some documentations that the successful application of CRM in the domestic and foreign commercial banks. Then according to the author’s practical experience working in China Railway XX finance, discusses the commercial banks’ ways and means, utility and effect about customer relationship management by using the method of example analysis from China Railway XX’s point of view, which accepts the commercial banks’ financial service. By selecting credit business, guarantee business and intermediate business, which occupy a large share of the cooperative business between banks and enterprises, analyses the conditions about its key partners applying customer relationship management to it, and then compares and analyses their application effect, thus finds out the issues existing in the process of the application of customer relationship management in domestic commercial banks, such as the enterprise customer information is not used fully, the organization is not perfect and the business process is complicated. In the end, this thesis puts forward the corresponding improvement suggestions according to the issues mentioned above.