Research On The Customer Relationship Management Of Hengyang Branch Of Bank Of Communications

Customer relationship management refers to the set of"customer-centric" service concept,through the improvement of business processes,improve service quality and implement customer professional services,to allow customers to achieve value in enterprise marketing and profits in the.As far as commercial banks are concerned,customer relationship management has a more special significance.Through customer relationship management system quality,to allow banks to better understand the financial behavior of customers,understand the customer's financial preference,improve financial customer experience,and actively cultivate customer loyalty,enhance the overall efficiency of the bank.So this paper takes Hengyang branch of Bank of communications as the research object,aims to analyze the customer relationship management system,found in customer relationship management,to promote the Hengyang branch of Bank of communications between the management level and optimize the bank and customer relationship,improve customer satisfaction and loyalty and enhance the core competitiveness of enterprises has important significance.This paper analyzes the status and problems of customer relationship management system of Hengyang branch of Bank and develops the customer relationship agreement branch management optimization strategy framework based on the theory of customer relationship management.Specifically,this paper is starting from the connotation of customer relationship management,and introduces it from the three aspects of relationship marketing theory,customer lifetime value theory and life cycle theory;secondly,this paper finds that the Hengyang branch of Bank of communications exists following problems:customer information resources analysis is not comprehensive,the types of customers are not accurate grasp of customer churn,customer churn problem is serious is serious,and customer profitability analysis is not in place by combining with the development background of Bank of communications and the actual situation of Hengyang branch,inducing present situation and problems of customer relationship management and analyzing the external financial environment of Hengyang branch of Bank of communications and the performance index of customer relationship management of Hengyang branch.Besides,this paper puts forward a series of development countermeasures from enhancing customer marketing concept,improving customer classification system,strengthening the potential customer mining,improving customer profit analysis mechanism and strengthening internal management and financial innovation.Finally,this paper summarizes the conclusions of this paper and put forward the prospects for future research based on the results of theoretical analysis and the case analysis.