Reseach On Commercial Bank Customer Relationship Management Application

With the development of economy globalization and China's accession to WTO, the banking in China has to be confronted with more intensive competition with oversea and other domestic financial institutions.The management mode in banks has been transferred from product center to customer center to improve the pivotal competitive ability. Customer Relationship Management (CRM), a flourishing area of modern management science, has developed rapidly and been applied in numerous banks. This dissertation starts with the nuclear conception of CRM, from which the standard CRM model is educed with enterprise strategy, market research and revenue forecast. According to current development, transformation and innovation in banking, applications of CRM would be essential for a responsible approach to asset management and risk control of merchant banks. Through above model and applications, the suitable CRM project is designed and outlined for a commercial bank including such factors: customer classification, communication, relationship, demand, evaluation, and optimization. The principles of implement for bank CRM include the following contents: entireness participation, customer center, potential demand, accurate data, technique support, and marketing channel integration. CRM would not only optimize the relationship between the bank and clients, but also have the client lifecycle continued. Consequently banks could obtain more benefit from their clients. The bank CRM practice may be composed of five steps: decision about client strategy, mutual action management, customer relationship information management, client decision-making, and marketing based on technology.As an actualization of CRM in banking, the process of CRM application has been designed for ShanDong Construction Bank with the theory of CRM. Meanwhile, emphases and object on CRM is outlined in the dissertation. ROI analysis, an important step in CRM construction, has been made by quantitative method at the end portion of the dissertation.