Problems And Countermeasures Of Personal Customer Relationship Management In Hangzhou NH Bank

With the rapid development of personal financial business, the personal business competition among banks tends to be intensive. How to meet the customers' personalized requirements through CRM becomes the urgent need for the personal business development in Hangzhou NH Bank.This article expounds customers' relationship management and the related theories. Based on the investigation and interview of satisfaction of Hang Zhou NH bank's customers, the article analyzes the existing problems of Hang Zhou NH bank's Customer Relationship Management System deeply, and points out a series of problems about customer relationship management, including lack of practice for customer analysis, single service channel, inefficient marketing, lack of innovation, lack of construction on corporate culture, incoordinate communication among different departments, and lags in IT etc. Then the article puts forward countermeasures according to these problems, and moreover, explains the necessity of building a CRM in a bank. After that, the article pushes out the construction and implementation of personal CRM of Hang Zhou NH Bank, Implementation result would be proved by successful examples of chowmatistic product marketing by Hang Zhou NH Bank. The article indicates crucial factors of implementing CRM successfully: Build CRM corporate culture, Guarantee the data accuracy and efficiency, CRM training, Pay attention to the availability and easy use of CRM.The research methods of this article are based on the induction and summarization of lots of works and articles. By using market investigation, comparative research, cases study, qualitative and quantitative analyses, the article presents workable and improvable measures pertinently. Moreover, it shows to readers the important factor about how to precede the CRM, which provides creative references for Hang Zhou NH Bank. Therefore, the thought of this article has significant meaning as well as provides methods to customer relationship management and differential competition strategy of other banks.