Research On Customer Relationship Management Of Rural Credit Cooperatives

Customer relationship management, which is an effective way to enhance the core strength of a company, has been broadly used in modern enterprises. As financial market competition getting intenser, customers require more diversified and specialized service. Banking steps into a customer-centered era. Rural Credit Cooperatives Union wants to gain a steady stand in banking industry, then to conduct customer relationship management shows the great necessity.Based on the concepts of Customer Relationship Management, the article studied the current situation of customer maintaining of PLRCCU. PLRCCU has positively reformed it’s organization structure and marketing team on customers’benefit. For instance, it has primarily built a clear and friendly cross departments cooperating org. Chart, customer-manager-leading marketing team, customer-centered policy and working flow. It also raised a new relationship marketing idea and enhanced the information technology application. Meanwhile the article points out some existing CRM problems of PLRCCU. There is no clear development strategy, marketing positioning conflicts with customer management. The departments assessment goals are different in terms of customer management, as a result no close cooperation could be conducted. The marketing team reforming has not been done thoroughly, and there is no significant influence on improving customer relationship. The business advantage is not strong enough to compete. Information managing is weak that can not collaborate complete customer relationship management index system. Seeing the changes and problems, the article presents CRM designing principle and actions which mainly including a series of customer needs oriented managing philosophy, organization structure, culture, IT system, and excellent marketing team constructing. At the same time an all round information technology application building should be speed up.The article sets PLRCCU as it’s research subject, referred to both domestic and foreign papers and books combined with real data, and used questionnaire survey, statistics and comparing analyzing methods. It offered some targeted and practical advice to Customer Relationship Management of PLRCCU, which are good references to other enterprises as well.