Research On Customer Relationship Management Optimization Of JLCB Faw Branch

Customer Relationship Management(CRM)refers to the continuous improvement of the customer's actual needs through the continuous communication with customers,and constantly improve the product or service,in order to obtain the greatest degree of customer satisfaction.The core of customer relationship management is "customer centered",through to meet the personalized needs of customers,the primary purpose of improving customer satisfaction and loyalty,in order to achieve the strategic goal for enterprises to create maximum profit and competitive advantage.Especially for the commercial banks,homogenization of financial products is becoming increasingly serious,the competition between banks has risen from product competition for different marketing modes,namely from "homogeneous" services to the "characteristics" of change,in the process of the change of customers has become the lifeline of commercial bank operation and development,between virtue and customer friendly exchanges and continuous communication,it can help commercial banks more easily understand the customer psychology and behavior,more scientific and rational use of customer resources to determine more market share.Therefore,the implementation of customer relationship management theory,strengthen the maintenance and optimization of customer relationship,is a necessary means of modern commercial banks gain competitive advantage,is the key problem of management of domestic commercial banks and the focus of research.As a branch of the city commercial bank,the customer relationship management is helpful to improve the satisfaction of the customer to the bank and help the bank to realize the self-core competence and the maximization of the operation performance.However,in practice,the Bank of Jilin FAW branch still exists many problems in the aspect of customer relationship management and maintenance,especially in the construction of information platform,product marketing,relationship maintenance and customer service etc.,cause banks at a disadvantage in the same regional competition,stable customer groups continue to drain.Therefore,research on present status of the Bank of Jilin FAW branch of the customer relationship management,customer relationship management and customer satisfaction related theory based on the in-depth exploration of the relationship between the management of Bank of Jilin FAW branch customers,mining specific content problems,as the Bank of Jilin FAW branch to optimize customer relationship management system,enhance the enterprise core competitive advantage,provide suggestions and references available.Specific content includes four aspects:Firstly,the research background and significance,literature review and theoretical basis are described in detail.Secondly,this paper analyzes the current situation and problems of the customer relationship management of Jilin branch,and finds out the disadvantages in the management of bank customer relationship.Thirdly,this paper puts forward the optimization scheme of customer relationship management in FAW branch,focusing on four aspects: information platform construction,customer relationship maintenance,marketing strategy innovation and customer service quality improvement.Finally,the paper puts forward the safeguard measures to optimize and improve the customer relationship management of Jilin branch.I hope that through research and analysis,can be more comprehensive and systematic understanding of the Bank of Jilin FAW branch bank customer relationship,improve customer satisfaction and loyalty,enhance the bank's profit efficiency and core competitiveness to provide some reference and help.