The Study Of Bank Of Communications Xi'an Branch In CRM

The Customer Relationship Management of the commercial banks is one weak point in the Chinese banking industry. As for the Xi'an branch of the Bank of Communications, the problem chiefly centers on the little percentage of important customers and the low share of the business market. The purpose of this paper is how to improve the system of CRM in a highly competitive market. In the course of the research, the paper employs basic knowledge of the Management, Finance, Organizational Behavior and Statistics, pays equal attention to methods of theoretical research and empirical analysis and combines the qualitative analysis and quantitative analysis on specific problems in particular.Firstly, the paper comments on the CRM theories development at home and board, then based on the real condition of the Xi'an branch of the Bank of Communications, and then makes a profound analysis of such problems existed in the bank. The pointed problems are among the old service concept, the stagnant marketing, the ineffective business procedures and the imperfect operation of client management system. Secondly, the paper points out exploratorily that, to optimize its CRM, the bank should seek a win-win with enterprises, cleverly use the relationship marketing and make full use of information technology, and combine the dynamic management and continuous improvement. Finally, on those basics, the paper expounds the specific measures to the optimization and improvement of the customer relationship management system from seven key aspects: establishing a customer-center philosophy, properly positioning in the market, making strategies of the adjustments of the customer structures, building the deep-level marketing system, optimizing the current processes of some businesses, improving the client manger system and effectively allocating comprehensive resources.