Study On The Improvement Of Customer Relationship Management Of Xi'an Gaoxin Branch Of The Agricultural Bank Of China

As the financial market is opening to the outside,the competition in China's banks has become increasingly fierce,various commercial banks insists that the customer is the core competitiveness of the bank,and have established the development ideas of "take the customer as the center".However,state-owned commercial banks are very homogeneous in the product or in service in a long time,cannot satisfy the customer well,causing part of the VIP customers flow to some small joint-stock banks.In addition,virtual account,such as Alipay and Ten Pay in recent years,rise to give full play to the "the long tail theory",and attract a lot of medium and small investors.Serious loss of customer resources and competitive pressures have become prominent problems faced by state-owned commercial banks.In this context,based on the present customer relationship management situation of Agricultural Bank of China branch in Xi'an High-tech,this paper analyses the problems and further puts forword to more appropriate project,to enhance the competitive position of Agricultural Bank of China branch in Xi'an High-tech in the high-tech financial industry.On the basis of description of the theories about development of banking background and customer relationship management,this paper clears the significance that customer relationship management enhances competitiveness of commercial banks.Through research and detailed data analysis,the paper summarizes the status of customer relationship management in the Agricultural Bank branch in Xi'an High-tech,and finds a series of problems in the customer management concept,the use of information technology,the client's human resources,and customer manager system.To solve these problems,the paper bases on the the advanced experience and the presentation od Xi'an High-tech ABC,and builds the projects to improve the corresponding Customer Relationship Management from three aspects: the customer relationship management system,the work focus and the workflow.And then on the foundation of the above-mentioned,the paper further proposes scheme from improving the customer relationship management systems,the customer management team,customer classification management,and customer marketing mechanism,to enhance customer relationship management aspects.Finally,we summarized the conclusions of this study,and further prospects the trends of customer relationship management of commercial banks in the future.Customer relationship management improvement project constructed in the paper has great value to further strengthen and improve customer relationship management of the Agricultural Bank of China in Xi'an high-tech.