Research On Customer Relationship Management Of Commercial Bank

With the full marketization of the national interest rate policy and the continuous popularity of Internet finance,the competition among banks is also in full swing,and the traditional commercial competition mode has undergone a fundamental change.The focus of competition among banking institutions is not only reflected in high-quality products and competitive services,but also has developed to compete for customer resources.The amount of customer resources determines the size of core competitiveness,competitive Financial institutions have the market power.All banking institutions are aware that customer relationship management(CRM)will be the source of their long-term profits.Therefore,CRM has become a difficult problem that all banking institutions need to overcome,the introduction of Customer Relationship Management System has been put on the agenda of various banking institutions.Customer Relationship Management(CRM)is a kind of personalized information interaction between enterprises and customers in marketing products and providing services by changing marketing methods and management strategies and using corresponding scientific information technology and internet technology,how to improve the core competence and gain long-term profit.This paper takes L Commercial Bank as the angle of view,carries on the elaboration and the research to l commercial bank’s customer relations management,in order to promote its customer relations management level.First,the paper introduces the research purpose and significance of this paper,and then summarizes the related research theory and the research practice at home and abroad,and puts forward the main problems to be solved.Secondly,it analyzes the status quo and advanced experience of customer relationship management in domestic and foreign commercial banks.On this basis,this paper analyzes the status quo of customer relationship management of L Commercial Bank,finds out the problems in its development,and probes into the causes of the problems.Then,guided by the successful experience of domestic and foreign commercial banks,according to the actual situation of l commercial bank,the paper puts forward an optimized scheme of l bank’s customer relationship management,and puts forward concrete safeguard measures according to the scheme,in order to improve L commercial bank customer relationship management level,improve service quality,improve customer satisfaction and customer loyalty,reduce customer churn rate,realize the double growth of bank and customer benefits.And for the LCommercial Bank,the perfect customer relationship management can not only change the traditional bank 1.0 times management idea and the marketing pattern,reduce the customer loss rate to the greatest extent,but also can actually enhance the service quality,as a new management mode,customer relationship management(CRM)will carry out the long-term "customer-oriented" management tenet of L Commercial Bank into reality.