Research On Customer Relationship Management Of Commercial Banks Based On Internet Finance

With the emergence of Internet finance in WeChat Pay,Internet financing and other services,commercial banks are facing unprecedented impact and challenges.Internet finance attracted a large number of customers' capital and eat the profits of traditional commercial banks because of lower entry threshold,convenient and efficient financial services,more high-quality alternative financial products.The rapid rise of Internet finance,accepted and relied on by consumers,is its "customer-centered" management and development concept.This has forced commercial banks to make changes in their service processes,internal management,business development,etc.The traditional CRM problems,such as lack of service channel integration,can no longer meet the needs of the present form.Commercial banks must adjust in time to meet the needs of customers in the new economic and financial forms.Through the use of means and technology to reduce the loss of customers,stabilize the stock of customers,attract new customers,enhance its viscosity and loyalty,and turn the current passive situation into active.This paper first analyzes the related theories of Internet finance and customer relationship management,introduces the related theories of Internet finance and customer relationship management in detail,and points out the function and development of customer relationship management.This paper expounds the influence of Internet finance on customer relationship management of commercial banks from three aspects: market pattern,management and concept.Then through the SWOT analysis to customer relationship management,through the analysis,obtains the commercial bank customer relationship management has the strength,the disadvantage,the opportunity and the threat under the influence of the Internet finance,the commercial bank customer relationship management has the superiority,the inferiority,the opportunity and the threat.Then the problems of customer relationship management are summed up,and Find the cause of the problem.Finally,in view of the current situation of customer relationship management,the paper points out that commercial banks should improve customer relationship management by establishing customer-oriented services.Finally,the paper summarizes and looks forward to the full text,under the impact of Internet finance,commercial banks should constantly absorb innovation,fully absorb the thinking of Internet finance,form the customer service concept of "customer as the center",and achieve the quality of service.Smooth and timely communication,product satisfaction of the banking service status.