Research Of The Customer Relationship Management Performance Evaluation In The Ningbo City Credit Union

Customer relationship management,as a systematic approach and scientific theory of management,has been widely used in the management of modern banks.The Internet era has witnessed the rise of various new technologies,which have made our lives more convenient,intelligent and efficient.However,they have also brought great challenges to the traditional banks,which have resulted in the customer losses.In order to maintain the customers which is the foundation of all the traditional banks,more investments should be applied to the management of customer relationship.Through the analysis of the statistics,designing of the products,promoting the process as well as upgrading the supporting service,the traditional banks can better meet the customers' needs and promote the customer values.A scientific performance management evaluation system is able to help administrative staffs to enhance the comprehensive understanding of the operations of the enterprises and offer guidance and instructions for the management in the future.The thesis focuses on the research of the customer relationship management performance evaluation in a credit union.It aims to design an objective and overall customer relationship management performance evaluation system to analysis and evaluate the advantages and drawbacks of the current management in the credit union,and to provide valuable suggestions for the customer relationship management to improve the customer relationship in the future.The thesis first states the theory of customer relationship management and its relevant performance evaluation theory.On the basis of previous results,the thesisdesigns a customer relationship management performance evaluation index system which consists 2 grade I indexes,6 grade II indexes and 21 grade III indexes.It supposes to evaluate the work of customer management from two dimensions: the staffs in the credit union and customers.Then,the index weight is designed according to the G1 approach.The results from the questionnaire will demonstrate the total scores and scores for each index.Based on the final scores for each index,it has been shown that the satisfaction and loyalty of the customers to the credit unions is relatively high.However,due to various reasons,the credit union is lack in the abilities of making profits,developing business and constructing the talent echelon,especially the ability of risk prevention and control.Thus,the thesis proposes that the credit union should change the concept and establish the customer-oriented business.The credit union should meet the diverse needs from the customers by refining management and innovating the products and business process.Meanwhile,the credit union should emphasize on the talent cultivation and the construction of the mechanism of risk control and prevention.Finally,the credit unions need to handle the relationship between the short-benefits and long-term benefits properly to ensure the healthy development of the customers and the credit unions.