Study On Improvment Customer Relationship Management Of Changsha Branch,SPDB

As the integration of international financial and the rapid development of internet economy,the banking industry of China is now facing with increasingly intense of competition in the market.Meanwhile,the homogeneity phenomenon of products and services are increasingly serious.In this situation,how to abstract and retain customers has become the new competitive fac tors of each bank.Changsha Branch of the Shanghai Pudong Development Bank is now in the exploratory stage of managing customer relationship.Especially,Changsha Branch is in the initial stage of managing the individual customer relationship.Therefore,t he priority of Changsha Branch is to evolve a feasible improvement program of managing customer relationship,conforming to company's future development,to form a highly efficient and stable customer group and to enhance the competitiveness of Changsha Br anch.At the beginning,this article will take Changsha Branch as the research object to analyze the current situation of managing individual customer relationship and indicate some exist problem in managing customer relationship,basing on some related theories of managing customer relationship and the practical situation of Changsha Branch.This section will contain the basic situation of Changsha Branch,the composition of customer and the investigation of customer satisfaction.On the basis of the former section,the second part will put forward improvement strategy of managing customer relationship for Changsha Branch,including customer value management,customer resource reorganization,regulatory agency adjustment and customer recognition level improvement in the enterprise culture,etc.Finally,this article will provide some relevant recommendations basing on the reconstruction of operation,technology and organization,the reconstruction of business process,the construction of enterprise culture and the management of performance to guarantee the smooth implement of the improvement strategy.This article possesses vital practical significance in promoting the financial brand,increasing the core competitiveness and accelerating the further developme nt of Changsha Branch.Furthermore,this article could be a reference for other similar commercial banks to discover clients and aggregate banks.