Research On The Differences Of CRM Of China's Commercial Bank

Since the carried out of the reformation policy, commercial banks with different scales and different property right characters are being established gradually and have grown stronger. Therefore, the competition between domestic banks become severer increasingly, and buyers' market character has come out, and customers have become the most significant resources of banks. China's finance market will be open to the whole world thoroughly since 2007, and then the foreign banks will fight with domestic banks for customers. As foreign banks have operated the Customer Relationship Management(CRM) for many years and accumulated abundant experiences, China's commercial banks will have to face great pressure and challenge.CRM is an efficient approach to achieve the balance between the optimization of customers' value and corporation income through managing the relationship between banks and customers. The implementing of CRM will help the commercial banks to the core management idea that considers the customers as the center, to optimize the flow design of banks, enrich various marketing approaches ,and by comprehensive, accurate and uniform gathering, analyzing and grasping, enhance the ability of creating new financial products, improve the quality of service, improve the running efficiency of bank system, and boost up the core competing ability. Recent years, CRM has shown its great application potential in China's banking. In different extents, every commercial banks have completed the construction and running of the collaboration type of CRM. Industrial and commercial Bank of China (ICBC), Agricultural Bank of China (ABC), Bank of China (BOA), and China Construction Bank (CCB), as well as China Merchants Bank (CMB), China Everbright Bank (CEB), and Shenzhen Development Bank (SDB) have running the collaboration type of CRM. ICBC and CMB have developed the analytical CRM which is being used. Other banks have also almost completed the gathering of data, and are engaged in the construction of data storehouse.This article aims to discuss the different patterns of exercising the CRM of China's various commercial banks, analyze their efficiency, and find out the CRM system in good exercised at present, in order to boost the improvement of customer management of banks. At first, it analyzed the distinctions in constructing CRM system between China's national commercial banks and Joint-stock banks, which mainly exist in the time, methods, patterns, key points of constructing the CRM system between the two types of commercial banks. Secondly, it analyzes the distinctions of the exercising of CRM system between them, which mainly exist in corporation activities, such as the analysis of customers, pricing products, products distinctions and marketing methods. At last, this article uses Data Envelopment Analysis (DEA) to prove the pure technical efficiency of CRM system of each bank. And it reaches a conclusion that the CRM systems of ICBC and CMB banks are more efficient; the pure technical efficiency of national commercial banks is obviously less than that of Joint-stock commercial banks, while the former ones own a faster growing speed than the latter ones. This result matches the CRM situation of China's commercial banks, and opens out that domestic banking should accelerate the construction speed of Analytical CRM, in order to optimize the bank income.