| China’s banking industry is facing an increasing competition, as the constant development in financial globalization and domestic market. Since the quality of customer determines their asset performance, commercial banks are gradually focusing on those high value ones. A highly efficient custom relationship management system formulates commercial banks to stick to segment market and be ‘customer-centric’, to provide diverse products and value-added services in order to build a long lasting steady custom relationship, and eventually benefits in both revenue and brand image which are the foundation of the future development.However, more than an IT system provided by software vendor or a management system with some standard model, CRM for a commercial bank is in fact a unique system based on its own business strategy, resources and corporate culture, in addition on the local financial environment and customer characteristics. For a bank, the biggest challenge in CRM utilization is how to achieve its core competitiveness with customer resources that cannot be imitated or reproduced. Therefore, it is of practical significance for a commercial bank to study how to establish and complete CRM system by local and profession conditions, in order to stand out in the intense competition.Starting with the analysis of the economic and financial environment in Suzhou district, and through case study, this paper found both the advantage and disadvantage in CRM practices of the author’s employer, A Bank Suzhou branch. Expanded research in optimizing local CRM system according to the latest development of the industry. Discussed the understanding of CRM’s intension to form an effective model and enhance core competitiveness. Proposed optimization advice in organization structure, operation process, customer service, relationship management, risk prevention and performance incentive. Hoping the paper be an inspiration and reference in the CRM optimization process. |
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