Research On Customer Relationship Management Of City Commercial Banks

According to the background of characteristics of the Internet era,combined the present situation of city commercial Banks in China with the customer relationship management,the paper summarizes the current situation of customer relationship management and the existing problems in the urban commercial banks.In view of the current problems,some improvement measures are put forward.By citing a case of a joint-stock commercial bank,this paper gives An example of the customer relationship management of City Commercial Banks be given in this paper,and expects to provide some useful ideas for city commercial Banks to play their clients’ relationship management.Firstly,this paper expounds the related theories of customer relationship management,and analyzes that customer relationship management of City Commercial Banks can be subdivided based on the statistical characteristics of customers,customer behavior,customer life cycle theory,customer psychology,customer value,etc.,then classify customers according to different needs and study their new orientation according to their demand motivation.Secondly,the paper points out the challenge the customer relationship management of city commercial Banks are facing,mainly in three aspects: banking market competition intensifies ion the era of big data,banks has not formed a sharing mechanism in the customer’s information management,customer information storage timelines need to be strengthened.The study found that in the problems the city commercial banks are facing,especially the organization structure and the actual service needs of customers do not match in customer relationship management.But also in the performance evaluation of commercial banks,a series of assessment system is not perfect.So that,these problems are restricting the development of customer relationship management of city commercial banks.Besides,the countermeasures of customer relationship management in city commercial banks proposed,improving customer relationship management functions with the integration of thinking,choosing mining methods and technology of data with correlation thinking,analysis of customer information and knowledge for the full sample thought depth,mining customers a full range of data with open thinking.Then,the paper puts forward the operation points of improving the customer relationship management of city commercial banks.Finally,this paper provides reference for the practice of City Commercial Bank Customer Relationship Management by citing the example of a joint-stock commercial bank.The example is based on the CRM customer management system of the bank.Customer value and big data mining technology are used to subdivide customer information,and targeted customer management strategy is used to subdivide target customers,so as to achieve customer sales.