Research On Customer Relationship Management Based On Knowledge Management In Commercial Bank

The Commercial bank became to pay attention to customer relationship management since the change of marketing competition structure and the intensity. This change requires the commercial bank to get closer to the markets and customers. Since that, the centre of the management in commercial bank is gradually transferred to the external. Customer resources become the most important resources, and constitute one of the core elements of commercial banks. As the successful example of using the customer relationship management, Shanghai Pudong development commercial bank also has many disadvantages. With practice, we can found that, the CRM in SPDB ignore the importance of knowledge in the customer relationship management. Therefore, writer introduces the knowledge management into customer relationship management.Knowledge management take the knowledge which hidden in the commercial bank CRM as the key competition faction, thought knowledge is the most important asset. KM can arrange and transfer the customer information by KM system, and it can be transferred into the useful information to bank. KM can help bank not only passive deal with the different affairs in the competition, but also through the management and the preserve of the customer relationship, to dig and accumulate the customer knowledge which can bring the profit for banks. Since that, banks can implement the more effective strategies which can satisfy the customer needs, and make the management more exactitude. Though the getting sharing application of the customer information, knowledge can flow and share in the bank, and make the customer information more efficiency. Therefore, the value of the customer and bank can also be maximums.Knowledge management is a leading project. In China, KM is still research in the stage of the theoretical, and is not a long time to explore into practice, and even less practice in commercial banks. The writer believes that KM will play a vital role that can improve the marketing competitiveness in commercial banks.This article based on the theory of knowledge management, discuss the theory of customer relationship management, and provide the theoretical support in a new customer relationship management. On the base of extensive review the literature, do some exactly work as follow: First of all, on the base of described in the summary of customer relationship management and the knowledge management, analysis the relationship of this two theory.Secondly, take the Shanghai Pudong developed commercial bank as an example, which representative the leading level of customer relationship management; list the disadvantages in the practice.Thirdly, since that we found SPDB ignore the importance of knowledge in the using of customer relationship management. Introduce the knowledge management into the customer relationship management in banks, and construct the new customer relationship management framework which based on knowledge management.Fourthly, take the framework of the new method of management into practice in SPDB. List a serous of implementation of measures, and found that this framework became to initial results.Finally, the results of research work and prospect the latter to make the relevant conclusions.