On The Customer Relations Management Of Our Country's Commercial Bank

In the sixties and seventies of 20 century, under the force of market environment changing and policy alteration, the finance in Europe and America have developed large-scale to escape the intermediary phenomenon, it brings a big opportunity to enhance the ability of the commercial bank's risk management, enlarge the line corporations, optimize the business structure and increase the efficiency of making profit. But it brings a challenge to commercial bank also. It has to adapt the requirement and trend of the modern finance, and adjust the deal mode, active to put the innovation into action. Meanwhile, along with the economic development, customer's fortune, the revenue of predictability and risk preference, customers have variety demands of the finance capitals, in order to adapt the change and satisfy for investment, commercial bank have done a lot of finance innovation. It has made a big influence for the developing of the bank industry. While it also cause quite fierce competitions between the banks. It has to face the challenge of the bank mangement. As for the exceptive entity of the dealing risk business, though it has human resource, material resource, commercial resource, which are all its internal resources. What can bring the profit for the banks are external customer resources. Owning to customer is the basic rule of occupying the market. While owning to the customer, especially the high grade customer, and building client group, it forces the bank to guide by the customer's demand and satisfy it. Do corresponding client mangement. It is the stratagem of the bank to stand on the high point. Also it is according to the market operating logic.Especially for our country's commercial bank, after we attend into the WTO, a lot of foreign banks come into China, they compete with local banks by the right of advanced finance tools, manners and mangement technology. The market becomes more active. Local banks were compelled to change the business mechanism, separated the policy operation and commercial operation, and changed the concept of operation. Learn from the successful mangement experience and the newest technology.This thesis can be divided into three parts:The first part of this thesis is to introduce the starting of the financial innovation and commercial bank customer relations. In the sixties and seventies of the 20th century, the market environment changed and the policy system changed. These two kinds of strengths impel together, so the finance large-scale escaping the intermediary phenomenon to occur in Europe and America, becoming the global long-term trend, as well as the customer finance property demands daily change, All of these cause the commercial bank to escape the intermediary. The satisfied customers went to the finance for the financial property demands; they had carried on the massive financial innovation to its service. This detained the old customer to the commercial bank, excavate the new customers, and enhance the core competitive ability to play the vital role. But simultaneously, the financial innovation reduced the financial system stability, which had enlarged the bank management risk, reduced the intermediary goal measurability, and the relevance. The commercial bank had to change the management idea, transform the tradition financial product in order to obtain the survival ability forever. The development could let customer satisfy the financial product and the service, locate own by the customer demand market, positively implement the customer relations management.The second part is the main point of this article. I have introduced our country's commercial bank customer relationship mangement. It contains the birth, development, and intension of the customer relationship, mangement system of the customer relationship as well. I emphasis on our country's current commercial bank customer relationship mangement and the problem which are existing! Any why it is necessary to implement the mangement. It is not a coincident that both out country and foreign commercial bank implement the customer relationship mangement. They are compelled by a lot of factors. Such as innovation of the finance system, the more fierce competition of the finance line, application of the new technology and the variety of market demand and so on! But limited by the system and application of communication technology, lack of predict ability, system activation, meanwhile deep and effect the implementation are not good. It means that there are a lot of problems and shortage. So it has a long way to go to accomplish the integrate CRM. It has a farther recognition and learning process.The third part aim at the problems which exist in our country's bank. I raise the solution to the implement of the customer relationship in our country's commercial bank. Chinese commercial banks are under deepening reformation, expediting building finance information, comprehending realization bank service information and the network, constructing the data warehouse, implementing CRM for the success to complete the foundational upholstery work, and positively developing CRM, profiting from foreign success experience at the same time, unifying our country the special national condition to formulate our country commercial bank success to implement CRM the solution, making an preliminary conception, the formulation of implementation customer relations management concrete step from the overall, takes the practical feasible policy measure. Comprehensively carrying out the customer relations management is stable, and adapts all of world and comprehensively enhances the commercial bank core competitive ability. All of these have the extremely important strategic sense and the practical significance.The customer relations management of the commercial bank is not a simple matter, and a very big project. Specially, it is said that our country commercial bank is facing the special national condition, which cannot imitate the western pattern. This kind of bank management pattern just started in our country, existing much many theories to understand as well as the experience aspect question. This need our country commercial bank earnestly to consider the realistic situation in the foundation, positively profit from the overseas advanced experience and the procedure, conform our country national condition commercial bank customer relations management pattern, promote our country commercial bank's development, so as to enhance the commercial bank's competition ability in the domestic and international scope.