Ccb Sichuan Crm System Implementation And Evaluation

Customer was the most important resource of banks. Customer relationship management (CRM) was necessary for stable coordinated development of the bank. Facing the competition of financial industries, China Construction Bank (CCB) realized the importance. The Sichuan Branch of CCB was the first branch to carry out CRM. Remarkable success for improving sale was achieved. But there were many problems, such as ineffective using for the customer information, lack of an IT system to support activities of customer managers, and lack of management for the losing customer, the potential customer and customizing service.According to these problems, the study on how to improve the CRM system implementation was finished. The CRM system implementation is in line with the CRM strategy. By the balanced scorecard method, we described the CCB CRM strategy clearly. We put the strategy into deliverable targets according to analysis of causation. We analyzed the gap between goals and the status quo. We made a solution to the CRM system implementation. Finally we designed a performance evaluation system based on the Balanced Scorecard.Innovation points of this paper:Aiming at the failure occurring in CRM, we creatively proposed a model for defining CRM strategy based on Balanced Scorecard. We described the strategy clearly and put it into deliverable targets according to analysis of causation.The research significance is that we made a solution to problems on how to carry out the strategy and implement the CRM system successfully.