Research On The Problems And Countermeasures Of Customer Relationship Management Of CMBC

Along with the rapid development of economy in our country, great changes have takenplace in financial services. Since our nation entered into WTO, the wholly opening offinancial market is near the door. Both the domestic and the foreign financial institutions arefacing the new pattern of fair competition and common development in the financial industry.At the same time, the global scope the rise of the network technology brings about greatchallenges to the conventional banking services. The original advantages of banking industryin China is the number of the branches and the geographic distribution. But with thedevelopment of network technology and information, these advantages will graduallydiminish. At the same time, with the improvement of the customers’ flair, they attain morespace to choose the banks. It makes the customers and banks in the game right. Thecompetition in the market is drastically increasing and the customer’s bargaining power isstronger, which all put forward higher requirements on the management of the commercialbanks. Our banking industry should take the customer as center, and service the customers onthe theory of customer relationship management. The time that focus on the customer anddifferential advantage customer relationship management as a strategic has come. Customerrelationship management (CRM) as a kind of brand-new management concept changed therelation mode between banks and their customers. It helps to improve the banks’ corecompetitiveness and expand the banks’ profit space and profit ability.This paper summarizes the current research status at home and abroad, and defines thebasic concepts of customer relationship management. It summarizes relevant theories,including the relationship marketing theory, customer lifetime theory and customer valuetheory and customer satisfaction and loyalty. The paper compares the customer relationshipmanagement both in the domestic and foreign commercial banks. It takes CMBC as an example and analyzed the problems existed. The idea of taking the customer as the centerhasn’t been accepted. The current management system can not meet the need of customerrelationship management, because it lacks efficiency. The customer segmentation and thecustomer evaluation need to be perfected. The sources of the information is limited and thetechnology need to be improved. The bank needs more professionals and should form a set ofevaluation system. The paper puts forwards several suggestions to improve the customerrelationship management from the concept of management、market orientation、managementsystem、personnel training and the technology. As the survey area and the time span is limited,the weights of the indicators needs to be fixed, there may be small errors in the measures andthey needs modifications.