Research On Customer-classifying And Customer Structure Optimizing Of Commercial Banks

As the banking of China will open entirely to the whole world in 2006, the foreign banks are setting up more and more branches in our country, and the commercial banks of our country have to face enormous pressure of competition from foreign banks, which indicates the beginning of an all-round competition to Chinese banking. The competition for customers is most important to banks because customers are the foundation from which commercial banks survive and develop in the future. Finding new customers and keeping good customer-resources is the base of surviving and it's the basic guarantee of obtaining enough market shares. It is also the source of making good economic benefits.How to get the high-quality customers by CRM is one of the focuses of the present theoretical research, and appraising the customer accurately is an important foundation by which CRM can work well. At first, this paper introduces the application of CRM in the commercial banks, and points out that customers are the most valuable resources of banks. It's helpful for banks to improve business efficiency to set up a reasonable appraising system about customers.Secondly this paper constructs a two-dimension matrix model about customer's contribution by calculating contribution degree & contribution ratio to divides customers into five grades: Golden customer, Important customer, Ordinary customer, Potential customer and Low-grade customer. In order to calculate the impact on capital adequacy ratio of the loan, this paper defines elasticity of it. This paper takes one bank for example, classifies customers by calculating the customers' contribution degree & contribution ratio of enterprise's loan & deposit and private deposit by proportioning cost with ABC.Then this paper analyzes the grading results of the customers about Golden customer, Important customer, Ordinary customer, Potential customer and Low-grade customer, confirms the boundary-points that the contribution degree and contribution ratio divides and gets the quantity of customer of each grade. So we get customer's distribution of contribution matrix. On the basis of representative customer's records, this paper probes into the factors influencing customer's grading thoroughly.Finally from the results of classification, this paper puts forward different marketing strategies to different grading customers such as keeping existing golden customers and developing new high-quality customers to achieve the goal of optimizing the structure of customers.This paper does the research by using the empirical method, and take an empirical analysis by using the customer records of one bank. It has theoretical and practical significance on pushing the commercial bank to strenthen the classifying and optimize the structure of customers.