Research On Optimization Of Customer Relationship Management Of SRCU Rural Commercial Bank

With the domestic banking industry competition continues to intensify,as well as Internet finance,large data and other financial mixed operation and other challenges,the survival of rural commercial bank and the increasingly fierce competition,the traditional means of competition and the way has been unable to meet the development needs of rural commercial bank The At present,the banking industry has shifted from the competition of products and services to the development and utilization of customer resources,and customers have become the most important commercial resources.The banking industry has also paid more and more attention to customer-oriented development strategy.SRCU rural commercial bank as S provinces business outlets and practitioners up to the most extensive range of services,the largest scale of the comprehensive,multi-functional local financial institutions,adhere to the "sound operation,steady development" business philosophy and the construction of "local,community The development of retail banking in the stock cooperative system,and constantly to the first-class financial institutions,but in recent years the development of the emergence of the dilemma,this paper from the perspective of customer relationship management to analyze,hope that through the improvement of SRCU rural commercial bank customer relationship Management,to solve the current difficulties of rural commercial bank.This paper analyzes the current situation of customer relationship management of SRCU Rural Commercial Bank through questionnaire survey and found that SRCU rural commercial bank has limited customer information,lack of deep understanding,lack of customer segmentation,lack of differentiated services,low development of electronic development,CRM system is not perfect.This paper from the understanding of attitude,modern customer relationship management and construction,comprehensive talent and service marketing strategy to start their own,the customer service is not perfect,the customer service is not attractive,the customer churn rate is higher;the incentive system is not perfect,the customer follow-up service is not in place and so on.According to the principle of customer center,strategic management principle,principle of differentiation and the principle of recycling,SRCU rural commercial bank established the objective of customer relationship management optimization: to improve the ability to identify customers and analyze customers;to provide high cooperation for all levels,Efficient work platform;to provide effective support for decision makers.And then establish the SRCU rural commercial bank customer relationship management optimization program is:to ensure that customer demand-oriented,change the service concept;to strengthen product and service innovation,the formation of differentiated services;upgrade electronic products and services,improve the CRM system;increase comprehensive training,The implementation of training guidance;optimize the incentive mechanism to assess the follow-up services.The optimization and implementation of customer relationship management of SRCU Rural Commercial Bank is described from six aspects: customer information management,customer rating and management,customer marketing management,customer service management and customer retention and loss management,supplemented by the necessary safeguard measures.