Commercial Bank Customer Management Mode Based On Contribution Matrix Research

The entrance of Foreign banks and fierce of domestic banking industry competition makedomestic banks feel the sense of crisis, which have continuous high profits。With the speedingup of the globalization, foreign financial capital inflows. Although it brings great pressure todomestic banks, some advanced management ideas of foreign banks are also introduced aswith foreign banks. Bank concept of customer relationship management (CRM) is one ofthem. As a new type of management mechanism or means, customer relationship managementresearch abroad has been relatively mature and has been widely used in the banking industry.But domestic research on the theory of the customer relationship management is relatively lag,less for its application. With the deepening of the concept, taking the customers as the centerof management concept also are gradually accepted by the domestic banks so that customershave begun to become an important resource.This article is divided into six parts. The first part points out the customer relationshipmanagement research background and significance. The second part introduces the researchstatus of customer relationship management theory at home and abroad, and have aconclusion that the research of developed countries about customer relationship managementis mature and perfect. And points out the necessity of developing of customer relationshipmanagement in our country. The third part the article in detail introduces the developmentsituation of China’s banking industry including taking customer as the center of themanagement ideas and the application of information and technology. But it points out thatChinese bank still have many problems. The fourth part, two cases of bank of America andHSBC implement on the application of the customer relationship management theory showthe leading role of the foreign customer relationship management model. The fifth part firstintroduces the specific contribution matrix based on the customer relationship management(CRM) application. It makes use of the contribution matrix to divide the customer level andso on. Then implement differentiation management for different customer so that the paperanalysis results. Finally, taking the analysis of the industrial and commercial bank for example,the article puts forward some corresponding suggestions for the development of our domesticbanking customer relationship management and the application of the contribution matrix. Itis concluded that the development of China’s banking customer relationship management(CRM) need to change the concept of management, the implementation of customerdifferentiation management, set up customer relationship management system and establishthe corresponding functions of the structure of the conclusion to promote the development ofChina’s banking industry.