Research On The Improvement Of Customer Relationship Management Of SZ Branch Of A Bank Of China

Customer relationship management(CRM)is a kind of widely used commercial Banks management way,is the financial products and services,the internal mechanism,the information technology conformity again,to improve the comprehensive competitiveness of the Banks themselves,to establish and maintain customer relationship network,high quality to win the interests of the stability for their own development space.The customer management of bank A’s SZ branch has made some achievements in recent years,but compared with the more advanced peers,there is still A lot of room for potential growth in customer management.Papers around A bank SZ branch to study the improvement of customer relationship management,in interpreting the connotation of customer relationship management and category and its role in the commercial bank,theoretical basis,basic situation of A bank SZ branch and the present situation of the customer relationship management is analyzed,including the current customer relationship management organizational structure,human resource allocation,management processes and management measures;And then USES the research method of questionnaire and individual interview,found the problems in customer relationship management as the goal is not clear,the information is not comprehensive,low management effectiveness and system is imperfect and so on,further analysis of the causes of these problems,including the concept,technical reasons,coordination and incentive reasons.In customer relationship management based on the analysis of the existing problems and the causes,targeted to determine A SZ branch of bank A improvement objectives and principles of customer relationship management,develop customer relationship management improvement of three strategies: one is the customer information optimization countermeasures,including optimization of customer value indicators,adjust customer information classification,maintain customer relationship;Second,customers differentiated marketing strategies,including differentiated marketing concepts,key customer marketing methods,integrated financial marketing channels and improved customer marketing mechanism;Third,customer relationship maintenance countermeasures,including customer life cycle management and customer relationship upgrade management.Finally,from the concept,management,talent,technology puts forward four A SZ branch of bank A customer relationship management to improve the security measures to ensure that solve A SZ branch of bank A shortage and problems of the customer relationship management,effectively improve the effect of customer relationship management and level.Through the above research,this paper hopes to help A bank SZ branch to improve customer relationship management research as the breakthrough point,further enhance the development drive,to achieve customer group and the management benefit and stable increase.At the same time,it provides useful help and reference for other commercial Banks with similar situation.