Study On Customer Relationship Management To Enterprises For China Construction Bank Jilin Branch

As supply and demand have been fundamental changed in China's financial market,new changes have taken place in commercial bank market environment and customer needs,the domestic banking market has been divided up completely by state-owned commercial banks and small and medium banks,the entry of foreign banks will make more fierce competition;With the formation of a buyer's market,complex and diverse customer needs have been complex and diverse,features of diversified and personalized have become increasingly prominent , higher requirements have been taken on the financial services;Modern information technology has been widely used,new financial instruments has been continuously emerging,its take profound effect on modern commercial bank's operation and development. In this case,now domestic commercial banks focus on the clients more,rather than focus on products,they spend more time and effort to know the customers,analysis the customers,CRM provides technical support for this change.As a business management philosophy,CRM relies on modern advanced information technologies,to comply with the principles of customer-centric,it calls for restructuring and designing business processes to achieve customer satisfaction,loyalty and value,at last to improve the efficiency of business operations and profit. The Theory originate in the west associated with customer relationship management,such as relationship marketing,customer satisfaction,customer loyalty and customer value,they all embody the core concept of customer-centric,Under the guidance in this concept,in the 1990s,western commercial banks had entered the era of CRM,they own sophisticated CRM model now,such as Bank-America Corporation builded the data warehouse successfully for CRM. As the first-class branch of China Construction Bank,CCB Jilin branch plays a decisive role in financial institutions in Jilin Province,in recent years, China implement the policy about the revitalization of old industrial bases for Northeast,the economic of Jilin Province develop rapidly,it provids a good external environment for Jilin branch. But at the same time,many financial institutions set up one after another,medium and small joint-stock banks dominate the market share,it brings enormous pressures and challenges for Jilin branch,so Jilin branch took various countermeasures,Particularly done a lot of work in CRM. By implementing marketing services,it established the mechanisms for marketing services;it developed new products based on customer's personal demand;it established account manager system;it restructured the agencies and departments;it introduced OCRM system;it set up Customer Service Center;it implemented the voice of the customer and the customer reception day.Because of the implementation of CRM at an early stage for Jilin branch,there are many problems in the course of the implementation of CRM. As a business management philosophy,it isn't really established to CRM;Business model and business process are not improved;Distinction to enterprises are inaccurate;CRM system is not introduced well;There are still many shortcomings in Account manager system;Customer Service is not perfect. These problems have seriously restricted the process of implementing CRM comprehensively to CCB Jilin branch.In accordance with the theory of CRM,on the basis of the actual situation the writer put forward the Perfect program about CRM to enterprises for Jilin branch. First,the development strategy must be established,under the guidance in the concept of customer-centric,providing financial products and financial services based on customer's personal demand;Creating culture,philosophy and business strategy based on customer satisfaction;Optimizing structure to enterprises to creat value to each customer. Second,distincting well to enterprises,Based on the definition and industry to enterprises ,identification is important,the methods about identification consist of government,internet and internal data. Taking into account the specificity of banking operations,enterprises can be subdivided in accordance with customer rating and customer integrated contribution,measuring customer integrated contribution should consider growth factors on the basis of the existing models, customer rating should be optimized from the customer. On the basis of the optimization to these two factors,it can be divided to four models to distinct. Third,restructuring the agencies and departments. Under the guidance in process-centric,Setting department according to the demand of the process. Setting department of enterprises horizontally to serve customer directly,compressing manager link vertically by the first-class branch serve customer directly. Fourth,optimizing the business process. It includes marketing process,credit process and customer co-management process. To marketing process,it is necessary to organize and coordinate marketing well, manage systematically to customer message,enhance evaluation of marketing effectiveness;To credit process,it is necessary to simplify customer rating,take low-risk business Flexible and specific job responsibilities;To customer co-management process,it includes OIS,Contact Center and Web. Last,implementing CRM system. Introducing CRM system by management philosophy ,business process,compatibility,Developing CRM System with analysis as soon as possible.To safeguard CRM implementing, the concept of customer-centric must be established;Building high-level Service Marketing System, improving the service mechanism to enhance customer service capabilities,implementing differentiated Service to improve customer service efficiency,establishing Task-based team;by integrating data system platform,planning and developing system to clear the Function of all kinds of system and expressing information portfolio about customer-centric,completing system integration and information focus to play the role in system reengineering;developing and introducing financial products,building R & D products system,optimizing Process, developing evaluation methods about products,implementing account manager system,enhancing post management to account managers for enterprises,meeting the set requirements about account manager for enterprises,enhancing and improving the Professional training for account managers.By further improving CRM,On the one hand ,CCB Jilin branch will provide faster and more attentive service to attract and retain more customers,on the other hand,it will reduce the operating costs of banks by Overall management of the business process, competitive advantage and core competence will be established step by step,Jilin branch will Maximize value at last.