Research On Customer Relationship Management Bank Of Nanjing

In the context of the new normal economy of China,great changes have taken place in the banking business survival environment,the net return on assets of bank industry(ROE)continued to decline,the proportion of non-interest income increased gradually,the financial market risk still exists,and the energy transfer speed,with the continuous advance of supply side reforms,development opportunities with new challenges affecting the banking industry.At present,"customer" is still the most critical factor for the survival and development of commercial banks,and how to grasp the key resource of "customer" is very important for the survival and development of commercial banks.With the continuous improvement of the financial market and the rapid development of science and technology information technology,the competition between banks is becoming fiercer.The purpose of customer relationship management is to improve the relationship between customers and banks,and it is a new management mechanism.Customer relationship management is not only a sublimation of banks' business philosophy,but also a great change of modern banking to provide customers with comprehensive financial products and financial services.The application of customer relationship management can improve the customer satisfaction and loyalty of the bank,and improve the competitiveness of the industry.The customer relationship management of banks is one of the most important areas of international banks at all levels,especially at the information and technology level.As one of the important works of bank management,CRM system has its unique and complex characteristics.With the continuous development of CRM,many problems and drawbacks need to be solved.Started with the theory of customer relationship management,this paper first explains the bank customer relationship management and the significance and connotation,secondly analysis the status of customer relationship management of domestic and foreign research by means of literature.Then,combined with the actual situation of Hangzhou branch of Nanjing bank,this paper analyzes the current situation of customer relationship management by PEST analysis and SWOT analysis,and puts forward some corresponding measures to improve it.Finally,the paper explores the safeguard measures of customer relationship management in Hangzhou branch of Nanjing bank.