The Customer Relations Management Improvement Plan Of The Branch Of Bank A, Baoding Branch

CRM is method to affect customer buying behavior by communicating and knowing customers consistently so that current customers can be maintained and future customers will be attracted and the profit can be increased. Commercial bank emphasizes utilizing CRM due to the concept of "customer centered" so that customers can be managed consistently and effectively. This concept deems customers as the most important asset of a bank and that the development of the information supporting system of a bank must meet the right of customer autonomy. Successful customer autonomy will generate competitive advantage, increase customer loyalty and the general profit of a bank. Thus studying and utilizing CRM is necessary for the survival and development of a bank. Client relationship management is the core of client value management, through the "one to one" marketing principles to meet the personalized needs of different clients, improve client loyalty and retention, achieve sustainable contribution of client value, thereby improving corporate profitability.Although the branch of Bank A, Baoding branch entered in for a long time, it’s competition pressure is increasing more and more in the banking sector. To improve competitiveness we must fundamentally change their management and improve staff quality, optimizing the allocation of resources. Lower production costs, and enhance customer loyalty, to the maximum extent possible to reduce the rate of loss of customers. In this sense, in the emerging market of China’s financial buyer who is the first to be able to generate profits and retain quality clients, who production costs to an absolute minimum, who can distinguish themselves in the face of fierce competition.This thesis first introduces the definition of CRM and related theories. The value of CRM is demonstrated by incorporating it with characteristics of commercial banks. The importance of applying CRM on domestic commercial banks is then discussed. During my internship in a branch bank of A Bank in Baoding, I thoroughly studied the current status and existing problems of CRM and found ways to make improvements by obtaining a deeper understanding of CRM theories. The ultimate goal is to maximize the value and form a district competitiveness of this bank by effective CRM, uniting the benefit of the enterprise and customers and utilizing the lifetime values of customers.