A Study On CRM Project Of Customer Service Center Of China Minsheng Banking Corp., Ltd.

The whole business process, including judging, choosing, trying for, progressing,and keeping a customer, at the foundation of which a corporation can develop in orderto improve its core competence with the intention of competing and growing fast tosuccess and to build up the expanding strategy which focus on customer, is calledCustomer Relationship Management (CRM). It is also the practice through which acorporation stress the customer relationship, study customer systematically andoptimize its organization structure and business process, in order to improvecustomer's satisfaction and loyalty, in order to improve the efficiency and profit. It isalso the whole business process relative to customer relations which a corporationreforms constantly, and the whole collection of advanced information technology,software, hardware, management method and solution created and used in the processof reaching the electronic and automatic operating goal.The customer service center of a commercial bank is a new sale channel offinancial service and products. It can provide 7×24 hours around service. The usingof CRM in the customer service center of commercial banks influence the idea andthe mode of banking service deeply, and it makes the change of whole managementmode and operating mode of the bank.This thesis expounds the course of the customer service center of CMBC, fromits building up, developing, to largeness, discovers its problems and conflicts duringthe developing process, studies and analyses its CRM project in several ways ofoperating strategy, organization structure changing, BPR and construction of CRMsystem.